The Co-Creation of Value-in-Cultural-Context
ISBN: 978-1-78190-810-5, eISBN: 978-1-78190-811-2
Publication date: 6 December 2013
Abstract
Purpose
This chapter explores the nature of the cultural context that frames value creation and provides insight to the way in which value is collaboratively created, or co-created, in markets.
Methodology/approach
We develop a conceptual framework and research propositions for studying the co-creation of value-in-cultural-context through the intersection of consumer culture theory (CCT) and service-dominant (S-D) logic and the integration of a practice-theoretic approach for value co-creation.
Research implications
The integration of CCT, S-D logic, and practice theory provides a conceptual framework for studying the co-creation of value among multiple stakeholders and the (re)formation of markets.
Practical implications
Drawing on this framework, marketers can contribute to the co-creation of new markets by influencing changes in cultural contexts – practices, norms, meanings, and resources – that frame value co-creation and exchange.
Originality/value of chapter
This chapter explores the integration of CCT and S-D logic by focusing on value co-creation and applying a practice approach to further weave together these distinct research areas. In addition, the proposed framework elaborates the conceptualization of value-in-context to consider the cultural context that influences and is influenced by the co-creation of value.
Keywords
Citation
Akaka, M.A., Schau, H.J. and Vargo, S.L. (2013), "The Co-Creation of Value-in-Cultural-Context", Consumer Culture Theory (Research in Consumer Behavior, Vol. 15), Emerald Group Publishing Limited, Leeds, pp. 265-284. https://doi.org/10.1108/S0885-2111(2013)0000015018
Publisher
:Emerald Group Publishing Limited
Copyright © 2013 Emerald Group Publishing Limited