Towards Service Logic: The Unique Contribution of Value Co-Creation

The underpinning logic of value co-creation in service logic is analysed. It is observed that three of the ten foundational premises of the so-called service-dominant logic are problematic and do not support an understanding of value-co-creation and creation that is meaningful for theoretical development and decision making in business and marketing practice. Without a thorough understanding of the interaction concept, the locus and nature of value co-creation cannot be identified. Based on the analysis in the present article it is observed that a unique contribution of a service perspective on business (service logic) is not that customers always are co-creators of value, but that under certain circumstances the service provider gets opportunities to co-create value together with its customers. Finally, the three problematic premises are reformulated accordingly.

Towards Service Logic: The Unique Contribution of Value Co-Creation

The underpinning logic of value co-creation in service logic is analysed. It is observed that three of the ten foundational premises of the so-called service-dominant logic are problematic and do not support an understanding of value-co-creation and creation that is meaningful for theoretical development and decision making in business and marketing practice. Without a thorough understanding of the interaction concept, the locus and nature of value co-creation cannot be identified. Based on the analysis in the present article it is observed that a unique contribution of a service perspective on business (service logic) is not that customers always are co-creators of value, but that under certain circumstances the service provider gets opportunities to co-create value together with its customers. Finally, the three problematic premises are reformulated accordingly.

Kymmenen koirarodun perinnöllinen monimuotoisuus

Tämän tutkimuksen tavoitteena oli selvittää koirarotujen sisäistä ja välistä perinnöllistä muuntelua ja populaatioiden rakenteita. Tutkimuksessa käytettiin Finnzymes Oy:ltä saatua koirien mikrosatelliittimerkkeihin perustuvaa genotyypitysaineistoa. Lopullisessa aineistossa oli 395 koiraa kymmenestä keskenään varsin erilaisesta rodusta. Koirien määrä rotua kohti vaihteli 31:stä 53:een. Tutkimuksessa käytettiin 18 mikrosatelliittilokusta. Alleelirikkaus vaihteli mikrosatelliittilokuksissa välillä 2,0 – 9,9. Kaikkein muuntelevin lokus oli AHT137 ja vähiten muunteleva AHTk211. Jackrussellinterrierin alleelirikkaus oli yli kaikkien lokusten tarkasteltuna suurinta ja cavalier kingcharlesinspanielin pienintä. Eniten Hardy-Weinbergin tasapainosta poikkeavia mikrosatelliittilokuksia oli schipperke- rodulla. Coton de tulearin, saksanpaimenkoiran ja suomenlapinkoiran kaikki mikrosatelliittilokukset olivat Hardy-Weinbergin tasapainossa. Cavalier kingcharlesinspanielin havaittu heterotsygotia-aste oli matalin kaikkien lokusten yli tarkasteltuna (0,50) ja suomenlapinkoiran korkein (0,73). Ainoat tilastollisesti merkitsevät FIS-arvot olivat schipperken lokuksessa INU030 (0,39) ja kaikkien lokusten yli tarkasteltuna (0,11). Eniten populaatioiden välisiin eroihin perustuvaa muuntelua oli cavalier kingcharlesinspanielin ja pitkäkarvaisen collien välillä (FST = 0,34) ja vähiten chihuahuan ja coton de tulearin välillä (FST = 0,07). Koko aineistossa noin 17,7 % populaatioiden välisestä geneettisestä muuntelusta johtui populaatioiden välisistä eroista. Rodut ovat tulosten perusteella selvästi erillisiä populaatioita. Coton de tulearin alleeliparit olivat selvästi eniten kytkentäepätasapainossa keskenään (94) ja tiibetinspanielin vähiten (15). Pitkäkarvaisen collien tehollinen populaatiokoko oli pienin (35) ja chihuahuan suurin (86). U seiden populaatiogeneettisten tunnuslukujen perusteella nousivat esiin cavalier kingcharlesinspanieli, pitkäkarvainen collie ja schipperke perinnöllisen muuntelun vähäisyyden perusteella ja chihuahua, jackrussellinterrieri ja suomenlapinkoira keskimääräistä suuremman perinnöllisen muuntelun perusteella. Selityksiä geneettisen monimuotoisuuden vaihteluun näillä roduilla löytyy rotujen historiasta.

Integration of miRNA and mRNA expression with DNA copy number of Ewing sarcoma cell lines

Ewing sarcoma is an aggressive and poorly differentiated malignancy of bone and soft tissue. It primarily affects children, adolescents, and young adults, with a slight male predominance. It is characterized by a translocation between chromosomes 11 and 22 resulting in the EWSR1-FLI1fusion transcription factor. The aim of this study is to identify putative Ewing sarcoma target genes through an integrative analysis of three microarray data sets. Array comparative genomic hybridization is used to measure changes in DNA copy number, and analyzed to detect common chromosomal aberrations. mRNA and miRNA microarrays are used to measure expression of protein-coding and miRNA genes, and these results integrated with the copy number data. Chromosomal aberrations typically contain also bystanders in addition to the driving tumor suppressor and oncogenes, and integration with expression helps to identify the true targets. Correlation between expression of miRNAs and their predicted target mRNAs is also evaluated to assess the results of post-transcriptional miRNA regulation on mRNA levels. The highest frequencies of copy number gains were identified in chromosome 8, 1q, and X. Losses were most frequent in 9p21.3, which also showed an enrichment of copy number breakpoints relative to the rest of the genome. Copy number losses in 9p21.3 were found have a statistically significant effect on the expression of MTAP, but not on CDKN2A, which is a known tumor-suppressor in the same locus. MTAP was also down-regulated in the Ewing sarcoma cell lines compared to mesenchymal stem cells. Genes exhibiting elevated expression in association with copy number gains and up-regulation compared to the reference samples included DCAF7, ENO2, MTCP1, andSTK40. Differentially expressed miRNAs were detected by comparing Ewing sarcoma cell lines against mesenchymal stem cells. 21 up-regulated and 32 down-regulated miRNAs were identified, includingmiR-145, which has been previously linked to Ewing sarcoma. The EWSR1-FLI1 fusion gene represses miR-145, which in turn targets FLI1 forming a mutually repressive feedback loop. In addition higher expression linked to copy number gains and compared to mesenchymal stem cells, STK40 was also found to be a target of four different miRNAs that were all down-regulated in Ewing sarcoma cell lines compared to the reference samples. SLCO5A1 was identified as the only up-regulated gene within a frequently gained region in chromosome 8. This region was gained in over 90 % of the cell lines, and also with a higher frequency than the neighboring regions. In addition, SLCO5A1 was found to be a target of three miRNAs that were down-regulated compared to the mesenchymal stem cells.

Choosing the Arranged One, Arranging the Chosen One – Imagining an Indian Modernity: Reconciling Love, Marriage and Family On and Off the Screen

This is a study on the changing practices of kinship in Northern India. The change in kinship arrangements, and particularly in intermarriage processes, is traced by analysing the reception of Hindi popular cinema. Films and their role and meaning in people´s lives in India was the object of my research. Films also provided me with a methodology for approaching my other subject-matters: family, marriage and love. Through my discussion of cultural change, the persistence of family as a core value and locus of identity, and the movie discourses depicting this dialogue, I have looked for a possibility of compromise and reconciliation in an Indian context. As the primary form of Indian public culture, cinema has the ability to take part in discourses about Indian identity and cultural change, and alleviate the conflicts that emerge within these discourses. Hindi popular films do this, I argue, by incorporating different familiar cultural narratives in a resourceful way, thus creating something new out of the old elements. The final word, however, is the one of the spectator. The “new” must come from within the culture. The Indian modernity must be imaginable and distinctively Indian. The social imagination is not a “Wild West” where new ideas enter the void and start living a life of their own. The way the young women in Dehra Dun interpreted family dramas and romantic movies highlights the importance of family and continuity in kinship arrangements. The institution of arranged marriage has changed its appearance and gained new alternative modes such as love cum arranged marriage. It nevertheless remains arranged by the parents. In my thesis I have offered a social description of a cultural reality in which movies act as a built-in part. Movies do not work as a distinct realm, but instead intertwine with the social realities of people as a part of a continuum. The social imagination is rooted in the everyday realities of people, as are the movies, in an ontological and categorical sense. According to my research, the links between imagination and social life were not so much what Arjun Appadurai would call global and deterritorialised, but instead local and conventional.

Making Sense of Value and Value Co-Creation in Service Logic

In order to further develop the logic of service, value creation, value co-creation and value have to be formally and rigorously defined, so that the nature, content and locus of value and the roles of service providers and customers in value creation can be unambiguously assessed. In the present article, following the underpinning logic of value-in-use, it is demonstrated that in order to achieve this, value creation is best defined as the customer’s creation of value-in-use. The analysis shows that the firm’s and customer’s processes and activities can be divided into a provider sphere, closed for the customer, and a customer sphere, closed for the firm. Value creation occurs in the customer sphere, whereas firms in the provider sphere facilitate value creation by producing resources and processes which represent potential value or expected value-in use for their customers. By getting access to the closed customer sphere, firms can create a joint value sphere and engage in customers’ value creation as co-creators of value with them. This approach establishes a theoretically sound foundation for understanding value creation in service logic, and enables meaningful managerial implications, for example as to what is required for co-creation of value, and also further theoretical elaborations.