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Article
Publication date: 6 March 2017

Francois Pilon and Elias Hadjielias

This study aims to explore the dynamics enabling strategic account management (SAM) to function as a value co-creation selling model in the pharmaceutical industry.

Abstract

Purpose

This study aims to explore the dynamics enabling strategic account management (SAM) to function as a value co-creation selling model in the pharmaceutical industry.

Design/methodology/approach

Using an inductive qualitative research design, data are collected within 11 industry customers in Canada. This work focuses on hospitals as strategic accounts of pharmaceutical companies, exploring SAM value co-creation in the “hospital-pharmaceutical company” relationship.

Findings

The findings suggest the presence of two key dimensions that can enable a value co-creation SAM model in the hospital-pharmaceutical relationship: “customer-tailored value-added initiatives” and “relationship enhancers”. Customer-tailored value-added initiatives explain the activities that are central to the hospital-pharmaceutical company relationship and can lead to the provision of value added that is unique to the hospital. Relationship enhancers explain the activities that can help strengthen hospital-pharmaceutical company relations in the pursuit of enhanced value-added interactions between the two parties. The research demonstrates a cyclical relationship between “customer-tailored value-added initiatives” and “relationship enhancers”, leading to value co-creation through a SAM model.

Practical implications

The study informs pharmaceutical industry practitioners on how to improve their value proposition through new, more sustainable selling practices. It offers information on implementing a value co-creation SAM model, which can enable pharmaceutical companies to sustain long-lasting value-added relationships with key accounts such as hospitals.

Originality/value

The study contributes to the field of SAM by conceptualizing SAM as a value co-creation system. It introduces new knowledge in pharmaceutical marketing by offering empirical insight on the applicability and use of SAM in the hospital-pharmaceutical company dyad.

Details

Journal of Business & Industrial Marketing, vol. 32 no. 2
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 17 February 2020

Peng Du and Hsin-Hui Chou

The purpose of this paper is to address the research question of how human actors and technology interact together in practices in the context of a sharing economy. The…

Abstract

Purpose

The purpose of this paper is to address the research question of how human actors and technology interact together in practices in the context of a sharing economy. The theoretical foundation of this paper is based on the existing literature about the sharing economy and studies that have been carried out examining value co-creation and sociomateriality.

Design/methodology/approach

This paper adopts a qualitative case study method for the empirical investigation. Using theoretical sampling, Xbed, an internet, unmanned and self-service hotel platform based in Guangzhou, China, was chosen for the empirical investigation. The case was built on multiple sources of data, including archival materials, on-site fieldwork and in-depth interviews. Then, the case was interpreted based on a number of theoretical concepts, with a particular emphasis on the sociomaterial perspective.

Findings

This paper shows how human actors and technology interact with one another in a number of interrelated ways, which collectively result in the value co-creation necessary for creating a sharing economy. The authors have found that various forms of sociomateriality (the intersection between technology, work and organization) play a key role in co-creation and that interactions between these sociomaterial assemblages (assemblage-to-assemblage (A2A)) drive the development of a sharing economy. These sociomaterial assemblages have dynamic and evolving characteristics.

Practical implications

The authors argue that the key to the success of a sharing economy lies in how to engage participating actors with material entities (e.g. technology applications) to form action-enabling sociomaterial assemblages, as well as in determining how these assemblages can be systematically arranged to collectively form a larger assemblage. We suggest that managers need to conceive how relations between the social and the material realms can be structured by adopting a service logic that aims to help the beneficiary function better. The authors also suggest that managers have to consider what assemblages are necessary and how they are connected, to construct a full access-based service.

Originality/value

This paper conceptualizes the sharing economy as a system of value co-creation practices and empirically examines such practices from a sociomaterial perspective. This paper adopts the concept of sociomaterial assemblages to investigate sharing practices, through which the knowledge of the role of technology in the development of a sharing economy is enhanced. This paper also expands the knowledge of service-dominant logic by using a microfoundation perspective to look at the value co-creation that emerges as a result of the interaction between sociomaterial assemblages. These assemblages also act as constitutive elements of a service ecosystem.

Details

Information Technology & People, vol. 33 no. 3
Type: Research Article
ISSN: 0959-3845

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Article
Publication date: 20 April 2015

Melissa Archpru Akaka, Stephen L. Vargo and Hope Jensen Schau

– The purpose of this paper is to explore the social and cultural aspects of the context that frames service exchange to better understand how value and experience are evaluated.

Abstract

Purpose

The purpose of this paper is to explore the social and cultural aspects of the context that frames service exchange to better understand how value and experience are evaluated.

Design/methodology/approach

The authors apply a conceptual approach to develop and propose a framework for deepening the understanding of the context of market-related experiences. The authors integrate two growing streams of research – consumer culture theory and service-dominant logic – that focus on phenomenological and experiential views on value and extend the context of experience with a culturally rich, service-ecosystems view of markets.

Findings

The authors broaden the context of experience by applying a service-ecosystems perspective and identify four social and cultural factors that influence experience from this extended context – sign systems and service ecosystems; multiplicity of structure and institutions; value-in-cultural-context; and co-construction of context. Based on this, the authors point toward directions for future research.

Research limitations/implications

The proposed framework points researchers and managers toward an extended context that is reproduced through the co-creation of value and influences evaluations of experience. Empirical research is needed to provide evidence of the proposed framework and further extend the understanding of dynamic social and cultural contexts.

Practical implications

The findings of this study provide a broader scope of context and identify additional social and cultural factors for managers to consider in their efforts to enhance customer experiences.

Originality/value

Traditional views of markets limit the context of experience to firm-customer encounters or consumer-centric practices and processes. This paper extends the context of experience to consider the practices and perspectives of multiple actors and various views on value.

Details

Journal of Service Management, vol. 26 no. 2
Type: Research Article
ISSN: 1757-5818

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Article
Publication date: 4 June 2020

Yasir Rashid, Anisha Tanveer, Zeeshan Shaukat and Imran Sadiq

This paper aims to highlight four features of value co-creation among actors in a business-to-business environment. Service-dominant (S-D) logic of marketing is used as a…

Abstract

Purpose

This paper aims to highlight four features of value co-creation among actors in a business-to-business environment. Service-dominant (S-D) logic of marketing is used as a theoretical lens to view at the process of value co-creation.

Design/methodology/approach

Using an interpretive methodological approach, the authors collected empirical material from a single case based in New Zealand. The case was based on the collaboration, interaction and relationship between vendor and client during an information and communication technology (ICT) systems integration project. The unit of analysis was “points of value creation.” Empirical material came from observation, in-depth interviews and documents such as meeting notes and email logs. Interpretation highlighted four features of the value co-creation process: motivators, outcomes, disadvantages and management. Moreover, personal and network aspects of value co-creation process emerged.

Findings

The findings of this study capture benefits, as well as conflicts and frustrations, in a value co-creation process. Furthermore, it provides future research motivations for researchers currently working to develop S-D logic of marketing.

Originality/value

It is suggested that there is relatively little direction on how value co-creation process should be undertaken in different contexts such as retail, education, health care and ICT. There is a need to understand the dynamics and specification of value co-creation process, as the literature is scarce in this field.

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Article
Publication date: 11 September 2017

Aurelio Tommasetti, Orlando Troisi and Massimiliano Vesci

In line with the precepts of service-dominant logic (SDL), the purpose of this paper is to devise a measurement framework of customer value co-creation practices during…

Abstract

Purpose

In line with the precepts of service-dominant logic (SDL), the purpose of this paper is to devise a measurement framework of customer value co-creation practices during the service process.

Design/methodology/approach

Answering the call of McColl-Kennedy et al. (2012), the present study develops a general conceptual model for the measurement of customer value co-creation behavior, in line with the procedure elaborated by Churchill (1979). In particular, the paper focuses on the first stage of the protocol, corresponding to the specification of the domain of the construct.

Findings

The study shows that the scale for measuring behavioral processes in customer value co-creation has an implicit hierarchical structure based on eight activities to ensure adequate semantic coverage of the concept: cerebral activities, cooperation, information research and collation, the combination of complementary activities, changes in habits, co-production, co-learning, and connection. Moreover, the work highlights that the analysis of customer value co-creation behavior leads to three diverse steps of value co-creation and various levels of interaction.

Originality/value

By systematizing the construct of customer value co-creation behavior within a comprehensive framework, the conceptual model attempts to fill a gap evidenced by previous research in order to show that actions performed by users during the value co-creation process strictly conform to SDL assumptions. Moreover, the framework underpinning the practical application of SDL principles could benefit future practitioners and suggest interesting implications for future research.

Details

Journal of Service Theory and Practice, vol. 27 no. 5
Type: Research Article
ISSN: 2055-6225

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Article
Publication date: 2 January 2020

Meng Xiao, Qinhai Ma and Man Li

Co-creating value with customers is important for companies in order to gain a competitive advantage. Based on resource theory and social interaction theory, the purpose of

Abstract

Purpose

Co-creating value with customers is important for companies in order to gain a competitive advantage. Based on resource theory and social interaction theory, the purpose of this paper is to explore the customer participation mechanism in co-creating value and test the effects of different types of customer resources and multi-level customer–firm interaction on customer value.

Design/methodology/approach

Data were collected from tourism industry. Hypotheses were tested using structural equation modeling.

Findings

The results indicate that both the customer’s human resource and relationship resource have a significantly positive effect on customers’ utilitarian value and hedonic value through reactive and proactive interactions. Reactive interaction has a full mediating effect on the relationship between relationship resource and proactive interaction, whereas proactive interaction has a full mediating effect on the relationship between reactive interaction and hedonic value.

Originality/value

This study explores the mediating effects of customer–firm interaction between customer resources and customer value. This paper contributes to the understanding of customers’ motivations for, and the processes of, participating in value co-creation.

Details

Journal of Contemporary Marketing Science, vol. 3 no. 1
Type: Research Article
ISSN: 2516-7480

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Article
Publication date: 10 December 2018

Claudio Damacena, Serje Schmidt and Ioná Plein Bolzan Gauze

This study aims to analyze the context of experience within a service ecosystem to understand how the different actors at a specific event, namely, a wedding, interact and…

Abstract

Purpose

This study aims to analyze the context of experience within a service ecosystem to understand how the different actors at a specific event, namely, a wedding, interact and contribute to co-create value.

Design/methodology/approach

A case study was used as a research strategy. Content analysis was used to analyze the data with the aid of NVIVO software.

Findings

The results indicate the importance of interaction between different actors for co-creation to occur as it does not occur in isolation and is generated for and with all the audiences of an event. In addition, during the exchange encounter, the presence of guests and the network of suppliers influenced social interaction and the perception of value.

Originality/value

Studies indicate a need for empirical research based on different contexts of service ecosystems. This study addresses the co-creation of events in an area different from those investigated to date: a wedding. In this rite of passage, the experience is highly involving and interactive, contains different audiences and potential value generation for all those involved.

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Article
Publication date: 13 June 2016

Kang-Lin Peng and Pearl M.C. Lin

This study aims to construct an integrated social entrepreneur system in the rural area of Hengshan, Taiwan, that could benefit four stakeholders, namely, tourists…

Abstract

Purpose

This study aims to construct an integrated social entrepreneur system in the rural area of Hengshan, Taiwan, that could benefit four stakeholders, namely, tourists, business, community and government. Two social entrepreneur cases demonstrate a mutually beneficial situation of lowering the structural unemployment rate, returning young human capital to villages and innovating rural tourism through the activism of service science.

Design/methodology/approach

Qualitative approach was applied to data obtained from 12 research projects spanning three years. Service experience engineering (SEE) methods were used to conduct a service design for social entrepreneurs in an integrated service system. The service system aimed to innovate rural tourism through the activism of service science.

Findings

SEE methods explain a series of service design processes that helped our research team start up two social entrepreneur projects as service prototypes to offer service innovation based on cultural creativity to innovate rural tourism. These two social entrepreneurs in rural tourism offer job opportunities to young people and senior citizens alike. In addition, an integrated service system of interdisciplinary knowledge, multi-stakeholders and local resources fulfills various requirements of stakeholders to promote sustainable rural tourism.

Research limitations/implications

Real action studies are limited in the research on social entrepreneurs. This case study provides research insights into service science and calls for action in practice to change the future of a local village. The results provide the philosophy and knowledge of service science that social entrepreneurs of rural tourism can use in the village. Designing service innovation for rural tourism has shaped its vision toward a sustainable tourism system.

Originality/value

Few studies have shown that social entrepreneurs could innovate rural tourism. The present study presents an action case through the activism of service science.

Details

International Journal of Contemporary Hospitality Management, vol. 28 no. 6
Type: Research Article
ISSN: 0959-6119

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Article
Publication date: 11 June 2018

Wenhui Fu, Qiang Wang and Xiande Zhao

The purpose of this paper is to explore research opportunities for service innovation and system design in network platforms by investigating representative case examples…

Abstract

Purpose

The purpose of this paper is to explore research opportunities for service innovation and system design in network platforms by investigating representative case examples in an emerging market, China.

Design/methodology/approach

The authors provide four case examples to illustrate the manner in which network platforms facilitate and lead to service innovation and effective system design. Then, the authors propose nine research directions that present significant research opportunities, and the authors make theoretical and methodological suggestions.

Findings

The results indicate that research opportunities exist mainly in three areas: ecosystem design and evolution, including role design, coherence and sustainability issues; leader–participant collaboration, including governance, co-opetition and innovation stimulation issues; and transformation of traditional industries, including process informatization, modularization and standardization issues.

Originality/value

This study extends the platform-related literature by showing new platform features represented by case evidence from emerging economies, and provides recommendations to guide and direct management practices and efforts in platform-based service innovation and system design.

Details

Industrial Management & Data Systems, vol. 118 no. 5
Type: Research Article
ISSN: 0263-5577

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Article
Publication date: 21 November 2019

María José Quero Gervilla, Montserrat Díaz-Mendez and Evert Gummesson

The purpose of this paper is to analyze whether triad structures, as the smallest unit of a network, can facilitate or inhibit the evolution into a service ecosystem…

Abstract

Purpose

The purpose of this paper is to analyze whether triad structures, as the smallest unit of a network, can facilitate or inhibit the evolution into a service ecosystem. According to SD logic literature, the triad structure and the institutions that dominate the triads determine the evolution into ecosystem, remain as triad or die. “Balanced centricity” is considered a desirable institution that increases the possibility of transforming triads into ecosystems through marketing equilibrium.

Design/methodology/approach

The authors apply a conceptual approach to develop a framework for deepening understanding about triads’ structures from the institution’s perspective (balanced centricity). Qualitative case study research was conducted using different methods of data generation including personal interviews and netnography analysis in the arts sector. Three case studies were developed, one for each triad structure: Sothebýs, Patreon and Vibuk.

Findings

New business models start being a triad, and it is a strategic option to evolve into an ecosystem. In this sense, authors argue for considering balanced centricity as an institution that enables the ecosystems to arise. From this perspective, balanced centricity can be considered a strategy that helps to balance and reach positive relationships among actors, enabling the process to become a “balance triad structure”.

Research limitations/implications

The paper is a conceptual work that combines with an empirical approach. The empirical approach considers three success cases on the arts context. Considering other contexts as different from arts industry would be useful to add new perspectives to the theory development.

Originality/value

The present paper defines a new form of triad “balanced triad structure” (BTS) and identifies categories depending on the way balanced centricity institution is adopted, facilitating or inhibiting the future evolution into an ecosystem. Hitherto, previous papers have not put together these concepts that build on the triads and ecosystems theory to better understand triads management and facilitate the evolution of three-actor networks into ecosystems.

Details

Journal of Business & Industrial Marketing, vol. 35 no. 3
Type: Research Article
ISSN: 0885-8624

Keywords

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