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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.

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.

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.

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.

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.

That life is inundated with constant push–pull between contradictory demands is indisputable. Different traditions and worldviews inform individuals’ approaches to dealing with the ensuing paradoxes. However, the literature has focused on Western and Eastern philosophies and traditions, while disregarding others such as the Afrocentric. In this chapter, the authors explore Ubuntu, an Afrocentric tradition, as an alternative philosophical underpinning that can inform the nature of paradoxes. Doing so enriches the understanding, problematizing and managing of paradoxes. Central to Ubuntu is otherness: the emphasis on the need of the other that implies focusing on the other; in doing so, the polarities of diverse needs are accommodated, striving for an ultimate goal of harmony. Moreover, the authors elaborate on the hybrid space where collapsing the East–West and the West and non-west dualism allow engagement with a multiplicity of worldviews. In so doing, the authors expand paradox theorizing beyond the orthodoxy of East and West antinomies and challenge the basic assumption in paradox management by asking the question: what if we start from others’ demands?

As the developing nations grow and experience rapid institutional transformation, research has begun to investigate the roles of culture, cognition and institutional context on entrepreneurship and innovation. This chapter aims to advance the entrepreneurial cognition literature by juxtaposing entrepreneurial effectuation, domain-specific expertise and ambiguity. By conducting a qualitative study of Chinese high-tech domestic and returnee entrepreneurs, the authors propose a spectrum between causation and effectuation and argue that the entrepreneur’s perceived level of ambiguity may better explain differing logic orientations among entrepreneurs, contributing to our understanding of entrepreneurial cognition. The authors theorize that (1) individual actors and the level of institutional development jointly comprise the entrepreneur’s logic orientation; (2) the level of perceived ambiguity mediates the strategy adopted by high-tech entrepreneurs; (3) the entrepreneur’s logic orientation can be regarded as a continual spectrum from effectuation to causation. Finally, the logic orientation concept is applied to the context of cross-border mergers and acquisitions (M&A) from a process perspective and the implications and fit of logic orientation with the stages of cross-border M&A are discussed.

Construction is a highly dynamic environment with numerous interacting factors that affect construction processes and decisions. Uncertainty is inherent in most aspects of construction engineering and management, and traditionally, it has been treated as a random phenomenon. However, there are many types of uncertainty that are not naturally modelled by probability theory, such as subjectivity, ambiguity and vagueness. Fuzzy logic provides an approach for handling such uncertainties. However, fuzzy logic alone has some limitations, including its inability to learn from data and its extensive reliance on expert knowledge. To address these limitations, fuzzy logic has been combined with other techniques to create fuzzy hybrid techniques, which have helped solve complex problems in construction. In this chapter, a background on fuzzy logic in the context of construction engineering and management applications is presented. The chapter provides an introduction to uncertainty in construction and illustrates how fuzzy logic can improve construction modelling and decision-making. The role of fuzzy logic in representing uncertainty is contrasted with that of probability theory. Introductory material is presented on key definitions, properties and methods of fuzzy logic, including the definition and representation of fuzzy sets and membership functions, basic operations on fuzzy sets, fuzzy relations and compositions, defuzzification methods, entropy for fuzzy sets, fuzzy numbers, methods for the specification of membership functions and fuzzy rule-based systems. Finally, a discussion on the need for fuzzy hybrid modelling in construction applications is presented, and future research directions are proposed.

This chapter conducts a systematic comparison of behavioral economics’s challenges to the standard accounts of economic behaviors within three dimensions: under risk, over time, and regarding other people. A new perspective on two underlying methodological issues, i.e., inter-disciplinarity and the positive/normative distinction, is proposed by following the entanglement thesis of Hilary Putnam, Vivian Walsh, and Amartya Sen. This thesis holds that facts, values, and conventions have inter-dependent meanings in science which can be understood by scrutinizing formal and ordinary language uses. The goal is to provide a broad and self-contained picture of how behavioral economics is changing the mainstream of economics.

Purpose – The purpose of this chapter is to provide a comprehensive understanding of current literature on value. In exploring perspectives on economics, choice, consumption and evaluation of value, assumptions and limitations of extant approaches are highlighted and an integrative framework of value is proposed. It is suggested that this integrative perspective on value has a number of implications for marketing theory and research.

Methodology/approach – This chapter conducts an extensive review and assimilation of value from management, marketing, philosophy and economics.

Findings – The chapter categorises the existing value literature into six themes of value understanding: utility, economic worth, perceived satisfaction, net benefit, means end and phenomenological experience. In so doing, the chapter identifies implicit assumptions in philosophy, chronology and consciousness of value and offers an integrative value framework which brings in the literature to understand the contextual invariances of value creation within a phenomenon (i.e. offering, affordance, context, agency and individual resources). In addition, it reconciles creation with choice and evaluation of the value ex ante and ex post. Finally, our chapter proposes the paradox of value – value which can be assessed, measured and even judged by an individual cannot be the value created.

Research limitations/implications – In shifting value away from exchange towards use, it is suggested that marketing positioning, segmentation and targeting strategies may need to consider five elements identified in the integrative value framework. Furthermore, as proposed by the framework, new business models may be achieved from understanding value creation in context.

Originality/value of chapter – This chapter extends existing literature on value through reconciliation of various theoretical literatures in management, marketing, philosophy and economics. Notably, it highlights implicit assumptions in philosophy, chronology and consciousness of value and their potential limitations. It proposes an integrative framework that can be used for understanding the future of marketing and new business models.

The Legends in Marketing series presents compilations of the seminal works of marketing scholars who have made significant contributions to the discipline of marketing. This review discusses the structure and contents of the volumes that comprise Legends in Marketing: Shelby D. Hunt (Sage, forthcoming).