The processes of value creation, according to service-dominant (S-D) logic (Vargo and Lusch, 2004, 2010) suggest a change in the roles and dimensions of the relevance of engaged actors starting from, but not limited to, customers. Following this view, a shift from the customer to the actor has recently occurred. Such a change is useful to explain the concept of value co-creation. The value co-creation process is not seen anymore as a dyadic affair, but it occurs in extended settings. It is indeed not a supplier-centric process of production and delivery, nor is it a customer-centric value-in-use phenomenon; it is, rather, a more complex and dynamic co-creation framework. By examining participants in the creative process, the value is created by and for all the actors by a choral win-win perspective (Gummesson, 2008; Gummesson and Mele, 2010).
Value co-creation as a complex adaptive process
POLESE, Francesco;
2017
Abstract
The processes of value creation, according to service-dominant (S-D) logic (Vargo and Lusch, 2004, 2010) suggest a change in the roles and dimensions of the relevance of engaged actors starting from, but not limited to, customers. Following this view, a shift from the customer to the actor has recently occurred. Such a change is useful to explain the concept of value co-creation. The value co-creation process is not seen anymore as a dyadic affair, but it occurs in extended settings. It is indeed not a supplier-centric process of production and delivery, nor is it a customer-centric value-in-use phenomenon; it is, rather, a more complex and dynamic co-creation framework. By examining participants in the creative process, the value is created by and for all the actors by a choral win-win perspective (Gummesson, 2008; Gummesson and Mele, 2010).I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
