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


Autoria(s): Grönroos, Christian
Contribuinte(s)

Hanken School of Economics, Department of Marketing, Marketing

Svenska handelshögskolan, institutionen för marknadsföring, marknadsföring

Data(s)

01/12/2009

Resumo

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.

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.

Identificador

http://hdl.handle.net/10227/499

URN:ISBN:978-952-232-070-4

978-952-232-070-4

0357-4598

Idioma(s)

en

Publicador

Hanken School of Economics

Svenska handelshögskolan

Relação

Working Papers

544

Direitos

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Palavras-Chave #value co-creation #value creation #value facilitation #service logic #service dominant logic #Marketing