Search results

1 – 10 of over 1000
To view the access options for this content please click here
Book part
Publication date: 25 June 2012

Melissa Archpru Akaka, Stephen L. Vargo and Robert F. Lusch

Purpose – The purpose of this essay is to explore further the concept of value cocreation from a service-ecosystems view, by considering the importance of networks and the…

Abstract

Purpose – The purpose of this essay is to explore further the concept of value cocreation from a service-ecosystems view, by considering the importance of networks and the configuration of relationships and resources in markets.

Methodology/approach – We use a conceptual approach to extend a service-dominant (S-D) logic, ecosystems view of value cocreation by drawing on the literature regarding networks in marketing and related research.

Findings – A service-ecosystems approach to cocreating value-in-context is proposed, which points toward networks as mediating factors in value cocreation because they influence the ability to access, adapt, and integrate resources by establishing exchange relationships and shaping the social contexts through which value is experienced.

Research implications – This research suggests that value cocreation is a complex and multidimensional process that is best studied in the context of dynamic networks or ecosystems of service exchange.

Practical implications – This research suggests that networks mediate value cocreation, and thus, firms should consider the configurations of relationships and resources to develop more compelling value propositions.

Social implications – This research draws on the idea that exchange relationships are embedded within society and suggests that processes of value cocreation not only draw on but also contribute to the social contexts that frame market exchange.

Originality/value of essay – This research extends the value cocreation and S-D logic literature by exploring the role of networks in service ecosystems. In this framework, networks are mediators of value cocreation because they enable access to resources and help to (re)shape social contexts through which value is derived.

Details

Special Issue – Toward a Better Understanding of the Role of Value in Markets and Marketing
Type: Book
ISBN: 978-1-78052-913-4

Keywords

To view the access options for this content please click here
Article
Publication date: 29 March 2021

Tram-Anh Ngoc Pham, Jillian Carol Sweeney and Geoffrey Norman Soutar

Drawing on an extensive range of activities across different types, including mandatory (customer), mandatory (customer or organisation), voluntary in-role and voluntary…

Abstract

Purpose

Drawing on an extensive range of activities across different types, including mandatory (customer), mandatory (customer or organisation), voluntary in-role and voluntary extra-role activities, this study aims to identify different health-care customer value cocreation practice styles based on the combinations of value cocreation activities they undertake and empirically examine how customers adopting different styles differ in terms of well-being and satisfaction.

Design/methodology/approach

The study was conducted across health customers with a variety of chronic conditions. Data were collected from three focus groups and an online survey.

Findings

Five customer practice styles, namely, the highly active, other-oriented, provider-oriented, self-oriented and passive compliant customers, were revealed. While a moderate to a high level of activities is often recommended as it is associated with higher levels of physical, psychological, existential and social well-being and customer satisfaction, the results also suggest there is no single ideal style as different styles may be associated with the same level of outcomes.

Research limitations/implications

As customers cocreate value differently, it is crucial to understand the underlying heterogeneity and its implications to outcomes.

Practical implications

Highly active and provider-oriented are the two styles that should be particularly encouraged because of their association with positive outcomes. Personalised strategies need to be developed and resources need to be put in place to build productive relationships amongst service providers, customers and peers and to increase the perceived value of such interactions so as to shift customers towards more active styles.

Originality/value

The study advances the understanding of customer value cocreation and its link to well-being by empirically deriving five distinct practice styles and demonstrating how they differ across meaningful well-being and satisfaction dimensions.

Details

European Journal of Marketing, vol. 55 no. 7
Type: Research Article
ISSN: 0309-0566

Keywords

Content available
Article
Publication date: 22 February 2021

Michaela Haase

This paper aims to present a value cocreation framework that furthers understanding of social value cocreation.

Abstract

Purpose

This paper aims to present a value cocreation framework that furthers understanding of social value cocreation.

Design/methodology/approach

This paper is an interdisciplinary conceptual analysis drawing on social enterprise studies, marketing research and philosophical value theory. It applies a visible-hand approach to the study of market relationships and, in line with philosophical research strategies, unfolds its analysis using conceptual distinctions.

Findings

This study provides a framework that substantiates the distinction between two modes of value cocreation and identifies the structure of the social enterprise business model. It explains how social enterprises can be conceived as role models for for-profit organizations, and it elucidates why social value cocreation is a demanding objective.

Research limitations/implications

This paper develops an integrative, nondichotomist view of value cocreation that does not conceptualize social and economic value cocreation as opposing goals.

Practical implications

Social enterprises can use the business model structure and two modes of value cocreation and view themselves as role models for for-profit organizations.

Social implications

This paper applies a visible-hand approach to both for-profit organizations and social enterprises. Using its framework, for-profit organizations can reflect on the consequences of their actions on society and how social value cocreation can improve social enterprise effectiveness.

Originality/value

To the best of the author’s knowledge, this paper is the first to bridge service-oriented approaches to marketing and social enterprise studies using philosophical value theory to improve understanding of social value cocreation.

Details

Social Enterprise Journal, vol. 17 no. 4
Type: Research Article
ISSN: 1750-8614

Keywords

To view the access options for this content please click here
Article
Publication date: 26 February 2021

Saifeddin Alimamy and Waqar Nadeem

Rapid advancements in augmented reality (AR) technology have created new opportunities for service providers and customers to cocreate value. Using AR as a platform for…

Abstract

Purpose

Rapid advancements in augmented reality (AR) technology have created new opportunities for service providers and customers to cocreate value. Using AR as a platform for generating authentic experiences, the purpose of this study is to explore the impact of authentic experiences on customers' intention to cocreate value while considering the mediating influence of perceived ethics and customer engagement on this relationship.

Design/methodology/approach

An online survey was used to collect data. Participants were asked to download and try the “IKEA PLACE” AR application. The responses were used as inputs into a structural equation model.

Findings

The findings reveal that AR generates perceptions of authentic experiences but no direct relationship between authentic experiences and intention to cocreate value was found. On the other hand, the authentic experiences generated through AR increases customer perceptions of ethics and customer engagement, both of which lead to an increased intention to cocreate value.

Originality/value

The findings from this study highlight the importance of authentic experiences within the cocreation process. The results provide a unique understanding of the relationship between authentic experiences generated through AR technology on the intention to cocreate with the service provider, which is fully mediated by perceived ethics and customer engagement. The findings of this study extend the understanding of the cocreation process and the role of technology within this process.

Details

Information Technology & People, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-3845

Keywords

To view the access options for this content please click here
Article
Publication date: 14 June 2019

Wei Wei Cheryl Leo, Cindy Yunhsin Chou and Tom Chen

Consumers’ self-interests and personal goals in attaining collective goals are rarely considered in firm-hosted virtual communities (FHVCs). Based on working consumers…

Abstract

Purpose

Consumers’ self-interests and personal goals in attaining collective goals are rarely considered in firm-hosted virtual communities (FHVCs). Based on working consumers paradigm and agency theory, the purpose of this paper is to investigate the joint impact of consumers’ psychological states of empowerment, engagement and entitlement on value cocreation behaviors in FHVCs.

Design/methodology/approach

US consumer panel data were used to test the proposed model on customers (n=338) participating in a FHVC.

Findings

The results show significant effects of the psychological states of empowerment, engagement and entitlement on value cocreation. Of these three states, psychological empowerment had the strongest effect. The predictive strength of entitlement for value cocreation is weaker for individuals with high knowledge of the community (KC). Practitioner interviews conducted with FHVC managers establish the states and set forth an emerging research agenda.

Research limitations/implications

This study extends the cocreation literature to establish the holistic importance of psychological states as key antecedents of value cocreation for working consumers. It acknowledges agency motives and establishes KC as a moderating condition.

Practical implications

The explication of consumers’ psychological states has implications for the benchmarking and design of consumer portfolios.

Originality/value

This study advances the literature on cocreation by collectively examining three psychological states of consumers through the lens of working consumers paradigm and agency theory. It also establishes KC as an important boundary resource condition.

Details

Journal of Service Management, vol. 30 no. 3
Type: Research Article
ISSN: 1757-5818

Keywords

To view the access options for this content please click here
Article
Publication date: 18 April 2017

Gabriela Beirão, Lia Patrício and Raymond P. Fisk

The purpose of this paper is to understand value cocreation in service ecosystems from a multilevel perspective, uncovering value cocreation factors and outcomes at the…

Downloads
3693

Abstract

Purpose

The purpose of this paper is to understand value cocreation in service ecosystems from a multilevel perspective, uncovering value cocreation factors and outcomes at the micro, meso, and macro levels.

Design/methodology/approach

A Grounded Theory approach based on semi-structured interviews is adopted. The sample design was defined to enable the ecosystem analysis at its different levels. At the macro level was the Portuguese Health Information ecosystem. Embedded meso level units of analysis comprised eight health care organizations. A total of 48 interviews with citizens and health care practitioners were conducted at the micro level.

Findings

Study results enable a detailed understanding of the nature and dynamics of value cocreation in service ecosystems from a multilevel perspective. First, value cocreation factors are identified (resource access, resource sharing, resource recombination, resource monitoring, and governance/institutions generation). These factors enable actors to integrate resources in multiple dynamic interactions to cocreate value outcomes, which involve both population well-being and ecosystem viability. Study results show that these value cocreation factors and outcomes differ across levels, but they are also embedded and interdependent.

Practical implications

The findings have important implications for organizations that are ecosystem actors (like the Portuguese Ministry of Health) for understanding synergies among value cocreation factors and outcomes at the different levels. This provides orientations to better integrate different actor roles, technology, and information while facilitating ecosystem coordination and co-evolution.

Originality/value

This study responds to the need for a multilevel understanding of value cocreation in service ecosystems. It also illuminates how keystone players in the ecosystem should manage their value propositions to promote resource integration for each actor, fostering resource density and ecosystem viability. It also bridges the high-level conceptual perspective of Service-Dominant logic with specific empirical findings in the very important context of health care.

Details

Journal of Service Management, vol. 28 no. 2
Type: Research Article
ISSN: 1757-5818

Keywords

Content available
Article
Publication date: 9 March 2021

Ana Kustrak Korper, Stefan Holmlid and Lia Patrício

The purpose of this paper is to introduce the concept of meaning as a relevant but missing link in understanding the building blocks of service innovation informed by…

Abstract

Purpose

The purpose of this paper is to introduce the concept of meaning as a relevant but missing link in understanding the building blocks of service innovation informed by service-dominant (S-D) logic. In exploring the role of meaning in service innovation, especially related to new value propositions, resource integration and new value cocreation, the authors suggest using the conceptualization of meaning within human-centered design, which has an established body of knowledge on addressing how actors engage and interact.

Design/methodology/approach

The paper builds an actionable conceptual framework that relates meaning to central tenets of service innovation, such as resource integration, value propositions and cocreation of value. It delineates the central building blocks of service innovation and conceptually integrates them with meaning to explain the underlying mechanisms of service innovation related both to its development and adoption.

Findings

The findings highlight how and why meaning precedes value creation and directs resource integration. Indicating that meaning is driven by experience of earlier interactions it delineates its relationships with new value formation and positions resource interpretation as a driver of this process.

Originality/value

This paper extends the understanding of service innovation in relation to S-D logic, with meaning as a conceptual link to aspects of S-D logic that claim a phenomenological nature. Meaning contributes to S-D logic by providing an understanding of how beneficiaries form intentions to engage in value creation and resource integration. Additionally, by integrating service and design research domains, this paper suggests possibilities for multidisciplinary contributions in future research.

Details

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

Keywords

To view the access options for this content please click here
Article
Publication date: 2 October 2017

Yen-Hao Hsieh and Wei-Ting Chen

The purpose of this study is to create a value variation measurement model to define the relationship among various roles in resource management within a service system;…

Downloads
307

Abstract

Purpose

The purpose of this study is to create a value variation measurement model to define the relationship among various roles in resource management within a service system; and divide value creation into two states (i.e. cocreation and codestruction) and use them as crucial indicators for value variation by adopting the service-dominant logic and using the Markov switching model.

Design/methodology/approach

This study proposed that variations in value are similar to changes in economy because both are abstract, indefinable and not easy to identify. Therefore, this study used the Markov switching model to define the state of value through value cocreation and codestruction; analyze value variations in a service system; and provide a numerical evaluation method by using the concept of probability to depict state transitions. In addition, open data from the Kaohsiung City Government’s 1999 call center were collected to address the aforementioned research objectives. The 1999 call center (service provider) offers citizens (customers) efficient consultant services to help them solve problems regarding the city government’s affairs or policies. Thus, this call center can be considered a complex service system.

Findings

This study revealed that the call center can utilize the analysis results of the Markov switching model on answer rates to predict service quality patterns. In addition, most first call resolution rates occurred under State 1 (value cocreation). To address problems caused by accidental or rare events, the call center should formulate policies to increase people and technical resources and improve service system effectiveness.

Originality/value

Enterprises currently focus on catering to customers’ needs and offering services through comprehensive service procedures to sustainably generate multiple values for customers, helping them to create values. Previous studies have mostly focused on analyzing the values of a service system and have failed to extensively explore actual value variations. Thus, the value variation measurement model proposed in the present study was able to analyze value variations of a set of call center data and illustrate value variations by using state transitions.

Details

Journal of Business & Industrial Marketing, vol. 32 no. 8
Type: Research Article
ISSN: 0885-8624

Keywords

To view the access options for this content please click here
Book part
Publication date: 6 September 2012

James Seligman

The purpose of this chapter is to systematically review and explore the nature of marketing in higher education (HE) and consider the creation of value through the…

Abstract

The purpose of this chapter is to systematically review and explore the nature of marketing in higher education (HE) and consider the creation of value through the cocreation process. The objectives of the review were: to collect, document, scrutinize, and critically analyze the current research literature on value elements in marketing and how cocreation between the sender (school) and receiver (student) happens; to establish the scope of education marketing; to identify gaps in the research literature; and to make recommendations for further research in this field.

The approach for this study entailed extensive searches of relevant business management and education databases on value-based marketing and cocreation. The intention was to ensure that, as far as possible, all literature in the field was identified – while keeping the focus on literature of greatest importance to the research question.

The potential benefits of applying marketing theories and concepts which have been effective in the commercial world are being adopted by researchers and managers in the field of not-for-profit education marketing. However, the literature on educational marketing is inconsistent, even contradictory, and lacks theoretical models that reflect upon the particular context of educational marketing and the use of value in the marketing of school services.

The research field of educational marketing, value, and cocreation is still at a relatively pioneer stage with much research still to be carried out both from a problem-identification and also from a strategic perspective. Despite the literature on the marketization of schools and higher education and student behavior, research does not provide evidence of the marketing strategies that have been implemented and marketing of schools remains limited, and this is relatively uncharted territory.

This chapter reviews the literature in the field, focusing on marketing strategies of value and cocreation in the competitive school market for students.

The theoretical findings suggest there is a place for value development and the use of cocreation in the marketing of schools by engaging the student in the process and providing complete transparency and a proper feedback loop. From a managerial position, the findings present changes in how schools should be marketed with more focus on objectives, strategies, marketing tools, staff and student engagement, and performance measures.

The overall conclusion drawn is that marketing of schools has relevance; however, the relevance is only useful if value is developed over time, and supports the school brand and the values that are associated with it in a competitive market.

Details

The Management and Leadership of Educational Marketing: Research, Practice and Applications
Type: Book
ISBN: 978-1-78190-242-4

Keywords

To view the access options for this content please click here
Article
Publication date: 31 December 2020

Longshan Chen, Leping Yuan and Zhangxiang Zhu

This paper aims to examine the motivation for consumer participation in value cocreation and its impact on value cocreation behavior within cultural and creative virtual…

Abstract

Purpose

This paper aims to examine the motivation for consumer participation in value cocreation and its impact on value cocreation behavior within cultural and creative virtual brand communities.

Design/methodology/approach

Through an in-depth analysis of the psychological needs of the users of short videos, the motivations for user participation in value cocreation are categorized based on the self-determination theory, and six theoretical models are proposed for the impacts of participation motivation on the different levels of value cocreation behavior. Our research hypotheses are validated by conducting a regression analysis based on the 277 valid responses collected.

Findings

Ranked from highest to lowest by the degree of impact, the motivational factors that have significant positive impacts on browsing behavior are altruistic motivation, information motivation, social motivation, and hedonic motivation. The motivational factors that have significant positive impacts on member interaction behavior are achievement motivation, hedonic motivation, social motivation, and brand identity, while the motivational factors that have significant positive impacts on content creation behavior are achievement motivation, altruistic motivation, information motivation, and social motivation.

Originality/value

This current paper enriches the research on the consumer’s value cocreation behavior in virtual brand communities and provides constructive relevant platform manager’s suggestions for increasing user participation.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 33 no. 7
Type: Research Article
ISSN: 1355-5855

Keywords

1 – 10 of over 1000