Internet of Things and value co-creation in the cultural industry towards Service Dominant logic perspective

In the new Era of connectivity for anything, there is a growing interest in the Internet of Things (IoT). New forms of communication are, in fact, realized in the Internet between human and things that interact within social and environment contexts in a continuous process of value co-creation. The paper aims to understand the IoT paradigm, its role and impact in the co-creation of value drawing from the Service-Dominant (S-D) Logic perspective. The study provides a better understanding of how value is collaboratively created (co-created) in the cultural industry through an examination of two projects (QRator and the “O”). As this paper demonstrates, IoT can be conceptualized as an operant resource capable of acting on other resources to create value, and for value co-creation. The study could be considered a first step in a stream of research on different aspects of IoT and value co-creation which are yet unexplored.