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Contemporary service and marketing research on value co-creation and value co-destruction assume a one-dimensional view on value, ranging from positive value co-creation, alignment and high value to negative value co-destruction, misalignment and low value. This limitation has recently led researchers to conceptually develop more dynamic spatial-temporal models of how value is formed during the interaction, e.g. in terms of different relationships between practice elements (procedures, understandings and engagements) both within and between actors in “value formation spaces”. However, much of this research awaits validation and is in need of more details. This study aims to address this limitation with the purpose of detailing how and why the mechanisms in such spaces are formed.

Two different and interlinked typologies were analytically derived from previous research and applied on ethnographically-inspired multi-perspective empirical data from a service combining health care and transport service ecosystems, using a combination of interviews, observations and service design methodologies. The design in combination with a practice theory perspective was used to articulate crucial aspects related to understanding the dynamics of value co-formation for elaborative and illustrative purposes.

The study contributes to service theory by conceptualizing as follows: a typology consisting of nine different configurations of practice elements (within and between such elements) and eight possible directions that value formation can take, suggesting a theory that explains value co-creation, value co-destruction and mixed cases.

Although the findings have been developed in a specific empirical context, they articulate a conceptualization applicable to many other service and marketing value co-formation settings.

The typologies are conceptual tools to be used in identifying and measuring the alignment/misalignment of practice elements in complex organizations. The empirical findings uncover service problems faced by disabled customers.

The suggested typologies can guide research and practitioners in understanding and analysing value co-formation mechanisms in complex service settings.

The purpose of this paper is to identify the key elements of professional identity in service work in order to provide more in-depth theoretical explanations as to why service workers do as they do while co-creating service.

This study takes a multi-perspective on professional identity, i.e. using both an employee and a customer perspective, arguing that the phenomenon mainly consists of what these interactants jointly do during the service interaction and of the meanings that are attributed to it. The authors draw on a detailed empirical study of professionals working at a customer centre. Methodologically, the study is based on practice theory, which helps us to illuminate and analyse both the micro practices and the meaning attributed to the professional identity of service workers.

The key elements of professional identity in service work are outlined within a framework that describes and explains three different facets of the service workers’ professional identity, i.e. as a core (i.e. individual resources, cognitive understanding, interaction), as conditions (i.e. service prerequisites), and as contour (i.e. demeanour and functions).

The findings are based on an empirical data set from a public transport customer centre. As the results are limited to one context, they do not provide statistical generalizability. Although limited to one service industry, the findings may still be of high relevance to a wide range of service organisations.

The study shows the significance of managers not just talking about the importance of being service-minded; more exactly, a wide range of service prerequisites, beyond cognitive understanding, needs to be in place. It is crucial that service workers are given the time to develop their contextual knowledge of their customers, and of other parts of the service organisation.

This study offers original empirical contributions concerning the key elements of professional identity. An alternative conceptualization of professional identity is provided, through which the paper adds to service research, explaining more specifically what kinds of knowledge and skills are in use during the co-creation of services.

The purpose of this paper is to explore customer interactions with servicescapes and to explain in more depth the internal mechanisms that form the customer service experience.

The paper draws on an empirical study of customers using Swedish public transport systems. Data collection is based on a microethnographic approach, using think‐aloud protocols and video documentation.

The results from the empirical study contribute with a framework of three constellations of activities and interactions: namely, identifying, sense‐making, and using, which, depending on the empirical context, form two main customer process practices – navigating and ticketing. These constructs are theoretical and have implications for service research in the sense that they explain how customer experiences are formed.

While the conceptual framework is arguably applicable also to other servicescape processes and thus has the capacity to explain how a wide range of customer experiences are formed, the study is based on one industry. Consequently, it would be worthwhile to verify this framework in different service settings.

Managers should focus on making the servicescape design intuitive, meaningful and easy to use for their customers and, depending on the empirical context, support the customer processes of finding one's way and ticketing.

The study is novel by applying a microethnographic research approach in order to provide a systematic empirical analysis of how constellations of activities and interactions in servicescape processes create customer responses and thus form the customer's service experience.

A recurring problem for research into services is the question of validity – i.e. knowing which quality factors really are relevant for measurement and analysis. Retrospective data collection of customer perceptions has shortcomings in “fuzzy” and dynamic service processes. This paper focuses on the customer experience as an active resource for developing service systems.

Using a video‐based methodology for collecting naturally occurring data and a “think‐aloud” methodology for collecting real‐time user perceptions, the study reveals concrete cues in the service environment that determine quality from a customer perspective. The study then presents an empirical case to test and develop this methodology.

The study involves able‐bodied and disabled passengers using public transport and identifies environmental and processual factors that are critical for the customer base.

The study demonstrates the potential for more advanced observational methods in exploring service phenomena. The methodology used here has a higher face validity than traditional retrospective methods.

Using the sort of naturally occurring data presented in the present study, marketers and environmental designers could have a tool for obtaining more detailed, authentic and dynamic information on the actual purchase and consumption of service processes.

The described video‐based methodology gives rise to new ideas on how to develop research into services. In particular, it provides a tool for getting close to the essence of the service phenomenon. Such advanced observational methods are especially promising for investigating the contextual and processual aspects of service provision.

Identify the influence of contextual variables (i.e. politics) in the strategy of a military organisation. Analyse and evaluate strategic change options of a military organisation. Decide on a strategic change from the resources and capabilities model.

Colombia Aeronautics Industry Corporation (CIAC) is a Colombian mixed economy company that commercialises, maintains and repairs civil and military aircraft and aeronautical components. The case presents the decision that the manager must make regarding a change in corporate strategy because of the entry into force of the peace agreement between the Government of Colombia and the Revolutionary Armed Forces of Colombia (FARC). This agreement assumes that the main line of business of the CIAC would be weakened (i.e. repair of military aircraft used in the internal armed conflict with FARC), because in a new peace scenario, the aircraft would not need as much maintenance as in the most critical stages of the conflict.

Master of Business Administration level (suggested courses: strategy, strategic management and organisational change). Undergraduate level (suggested courses: strategy and organisational change).

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CSS 11: Strategy.

This paper aims to present the seven organizational principles for developing value-dominant logic (VDL) thinking and advancing it toward making a business purposeful and open to a lifestyle of value for humanity at large.

VDL considers value as rooted on axiology, actor-network theory, the hygge concept and is deployed through seven organizational principles deriving from the original eight VDL principles (Mahajan, 2017).

It is necessary to consider value in its polysemous meanings as an emergent element and a result of people’s interpretation based on norms and beliefs. At the same time, managers conceptualize businesses to create stimuli for the markets and society and favoring the emergence of a positive and sustainable value. This study explains how organizations and managers can be driven by norms and beliefs and a purpose to make decisions and assume postures and behaviors capable of stimulating the emergence of positive and sustainable value, creating opportunities for humanity at large; this managerial behavior creates conditions for value creation, and it is framed in VDL.

A research agenda is provided that can spawn fruitful research in VDL.

This study develops the theoretical roots for a management approach that will support organizations and managers in interpreting their role as stimulators of value.

The study focuses on the well-being and happiness of all the stakeholders.

The study developed organizational principles deeply rooted in the VDL.

Previous research has studied interactive value formation (IVF) using resource- or practice-based approaches but has neglected the role of emotions. This article aims to show how emotions are correlated in problematic social media interactions and explore their role in IVF.

By combining a text mining algorithm, nonparametric Spearman's rho and thematic qualitative analysis in an explanatory sequential mixed-method design, the authors (1) categorize customers' comments as positive, neutral or negative; (2) pinpoint peaks of negative comments; (3) classify problematic interactions as detrimental, contradictory or conflictual; (4) identify customers' main positive (joy, trust and surprise) and negative emotions (anger, dissatisfaction, disgust, fear and sadness) and (5) correlate these emotions.

Despite several problematic social interactions, the same pattern of emotions appears but with different intensities. Additionally, value co-creation, value no-creation and value co-destruction co-occur in a context of problematic social interactions (peak of negative comments).

This study provides new insights into the effect of customers' emotions during IVF by studying the links between positive and negative emotions and their effects on different sorts of problematic social interactions.

With the rapid development of information technologies and the internet, firms have increasingly focussed on customer interactions to realise value co-creation. Previous studies have empirically examined interaction orientation, but their measurements have been derived from goods-dominant logic and have not explained the mechanism of value co-creation. The purpose of this paper is to propose an operational definition and define the dimensions of interaction orientation based on value co-creation theory (IOVCC), and then develop a scale for it.

In this study, data were collected from employees via three questionnaire surveys, and then analysed using exploratory factor analysis and confirmatory factor analysis.

The findings are as follows: IOVCC represents a firm’s implementation of a set of marketing actions aimed at inserting the firm into its customers’ daily life practices and co-creating value with the customers. The construct of IOVCC consists of five behavioural dimensions: “building communication channels”, “involving customers in co-production”, “improving service capabilities”, “improving interaction quality” and “integrating interaction resources”. The measurement scale for IOVCC has acceptable levels of reliability, content validity, convergent validity, discriminant validity and nomological validity.

This study enriches the literature on value co-creation theory by revealing the process and actions of co-creating value. It also contributes to the understanding of service touchpoints by highlighting the interaction quality of touchpoints. In addition, the authors have developed a reliable and valid scale for IOVCC, thereby facilitating the measurement of a firm’s implementation of the “value co-creation” business philosophy.