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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.

The pandemic had a huge negative impact globally on small and micro firms, particularly on cultural enterprises, making it imperative for them to create strategic solutions for sustainable business models and customer relationships. This chapter studies the digital interventions employed by the micro cultural enterprises in the Japanese Onsens (Hot baths) sector during the pandemic period in Japan. Using the theoretical lenses of service dominant logic and value creation, the study extracts four prominent value creation processes from the analysis of the employed secondary data. The study underlines the importance of collaboration between a firm's internal and external resources, their creative use of operant resources, and a robust customer orientation leading to creative digitalization. The results of the study show how cultural enterprises can rethink customer service in the cultural and creative sector. It also draws attention to the need for more robust policies and support systems that can encourage global cultural enterprises to develop sustainable business models.

Creating memorable tourism experiences (MTE) is vital to obtain sustained tourism visits. In the digital era, infusions of various digital technologies in tourism services without admitting tourist emotions could jeopardize the experience. Drawing from a Service-Dominant Logic (S-DL) perspective, this study explains the complexity of digital tourism experience in the service system view, highlighting the importance of emotions as resources. It is composed of actors' orchestrations, connected by shared emotions, and enabled by sensory stimuli facilitated by the digital tourism ecosystem throughout the tourism journey. This study proposes a Memorable Digital Tourism Experience (MDTE) framework by identifying the focal actors, recognizing the emotions, and determining the moderating role of sensory stimuli enabled by various novel technologies. At last, several agenda and practical guidelines are proposed on how to operationalize the framework and different methodologies to explore Memorable Digital Tourism Experience.

Recognizing Gigerenzer’s (1991) dictum that scientists’ tools are not neutral (tools-in-use influence theory formulation as well as data interpretation), this chapter reports theory and examines data in ways that transcend the dominant logics for variable-based and case-based analyses. The theory and data analysis tests key propositions in complexity theory: (1) no single antecedent condition is a sufficient or necessary indicator of a high score in an outcome condition; (2) a few of many available complex configurations of antecedent conditions are sufficient indicators of high scores in an outcome condition; (3) contrarian cases occur, that is, low scores in a single antecedent condition associates with both high and low scores for an outcome condition for different cases; (4) causal asymmetry occurs, that is, accurate causal models for high scores for an outcome condition are not the mirror opposites of causal models for low scores for the same outcome condition. The study tests and supports these propositions in the context of customer assessments (n = 436) of service facets and service-outcome evaluations for assisted temporary-transformations of self via beauty salon and spa treatments. The findings contribute to advancing a nuanced theory of how customers’ service evaluations relate to their assessments of overall service quality and intentions to use the service. The findings support the need for service managers to be vigilant in fine-tuning service facets and service enactment to achieve the objective of high customer retention.

The competitive luxury market raises higher requirements for luxury brands to effectively involve young generations in creating and endowing meanings to products, services and experiences. Several researchers suggest that art experiences create a fertile source of co-creation practices for cultural customers as they could engage in cognitive, emotional and imaginal activities to endowing meanings to products or services. Hence, bridging art and luxury is of significance for luxury brands to create value and engage their customers. This chapter delivers the essence of value for luxury brands and their customers and focusses on how luxury brands deploy art-based initiatives as a favourable technique in which value co-creation takes place.

Antiglobalisation sentiments appear to be on the rise in some parts of the world. As such, there are concerns that this may in turn jeopardise some of the common business practices, such as corporate social responsibility (CSR). This study argues that that is not the case. On the contrary, CSR is firmly entrenched as an institution in the political, economic and social structures of the globalised market. By that reason, it is relatively insulated from any attempts to undo the process of globalisation. However, the proliferation of connections between individuals, organisations and institutions across the world in recent years has irrevocably changed the market dynamics, particularly in relation to the process of value creation between a firm and its stakeholders. In this new market landscape, stakeholders play an active role in exchanging resources amongst themselves towards achieving socioeconomic outcomes, with the firm facilitating or mediating the connections. Thus, we see the rise of new value chains and business propositions. In light of that, CSR too would need to evolve and adapt to the current market circumstances or otherwise risk losing legitimacy. For that purpose, a fresh market paradigm is required. To that end, this study proposes the adoption of the service-dominant logic (SDL) perspective as a general framework for firms to conceive and operationalise their CSR. It concludes with an illustrative case, which provides some indication of how the precepts of SDL could be applied in the context of CSR, in an age of enhanced interactivity between the various actors.

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).

Purpose – The paper develops a conceptual framework for assessing value-creating service ecosystems that contains four core dimensions: medium, meaning, usage, and network. Its purpose is to identify and discuss the implications of the changes that occur in these dimensions when exchanges within the ecosystem that have long been mediated by physical products become direct instead.

Methodology/approach – The analysis employs the historical method and is based on a systematic investigation of the evolution of the recorded-music market during the past 150 years.

Findings – The analysis shows that the key dimensions of the recorded-music-service ecosystem evolved only gradually and incrementally during the era of physical formats that were dominant until the mid-1990s. With the advent of “liquid” music, the elements of the service ecosystem changed dramatically, leading to instability and redefining roles and exchange mechanisms in the ecosystem.

Research limitations/implications – The investigation focuses on a single ecosystem (music), and conclusions stemming from it are subject to the assumptions inherent in the historical method. Nevertheless, the paper contributes to knowledge in the Service-Dominant Logic (S-D logic) domain by offering a robust framework and a set of core dimensions that are useful for systematically analyzing the nature and consequences of changes that occur in rapidly evolving service ecosystems.

Practical implications – Apart from direct implications for the music market, the proposed framework can help managers working in other ecosystems to adopt a macro perspective in addressing value-creation issues and to pay particular attention to the underlying dynamics that influence value creation in those ecosystems.

Originality/value of paper – The development of a conceptual framework that adopts a macro-level, market-wide perspective for understanding value creation in service ecosystems is a distinct contribution of the paper, as is the application of the historical method in analyzing such an ecosystem.

Both the service-dominant logic of marketing and the resource-based view of the firm strongly emphasize the creation of value through buyer–seller relationships by the exchange of resources. To facilitate this exchange of resources, and hence to facilitate value co-creation, the resources of both buyer and seller must be made available to one another. This availability is no accident. Availability of resources occurs through the interaction between the buyer and the seller. In order for this interaction to take place effectively, the relationship must be a good one, particularly in terms of factors such as the commitment, trust, and satisfaction that each partner feels with respect to the other.

Issues of exchange of resources, especially intangible informational resources, through relationships as noted above currently occupy the minds of both managers and researchers. This chapter therefore explores these issues and describes an empirical study that investigates aspects of the exchange of these types of resources through buyer–seller relationships, and some of the conditions that facilitate availability of the resources, specifically in the business-to-business context. The chapter develops a model from the perspective of a seller in a buyer–seller relationship in the business-to-business context and describes the testing of that model.

The model's main constructs are the perceived future accessibility to the seller of the buyer's less tangible resources, the quality of the relationship, and the future financial performance outcomes of the relationship. Survey data, analyzed using structural equation modeling, support the model's proposition that both accessibility of buyer's resources and quality of the relationship have positive outcomes for future financial performance. The analysis also supports the proposed positive relationship between relationship quality and accessibility of buyer's resources. A case study illustrates the application of the model's concepts.