Abstract
In this chapter, we take a service-dominant logic perspective to discuss value co-creation process by which both a firm and its customers engage in value creation activities. We first take a look at “simple, linear, and predeterministic” process typically described in the existing research and compare and contrast it with the “complex, dynamic, and emergent” process observed in our exploratory qualitative research. We then extend insights from our research toward developing a dynamic and emergent process model, based on such key concepts as “affordance,” “context,” and “culture.”
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Notes
- 1.
- 2.
For further details on Kumon, please see Fujikawa et al. (2008).
- 3.
Companies we conducted interview research include: Ad-comm Group (advertising agency), Benesse (distance learning service), BOOKOFF (second-hand book retailer), FamilyMart (convenience store), GrourNavi (restaurant information portal site), Kumon (education service), QB House (hair salon chain), Secom (security service), Uniqlo (apparel manufacturer and retailer), Watabe Wedding (wedding planning service), and Yoshinoya (beef bowl restaurant chain).
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Fujikawa, Y., Akutsu, S., Ono, J. (2016). Context Management Approach to Value Co-creation: Toward Dynamic Process Model of Customer as Value Co-creator. In: Kwan, S., Spohrer, J., Sawatani, Y. (eds) Global Perspectives on Service Science: Japan. Service Science: Research and Innovations in the Service Economy. Springer, New York, NY. https://doi.org/10.1007/978-1-4939-3594-9_3
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