Context Management Approach to Value Co-creation: Toward Dynamic Process Model of Customer as Value Co-creator

  • Yoshinori FujikawaEmail author
  • Satoshi Akutsu
  • Joji Ono
Part of the Service Science: Research and Innovations in the Service Economy book series (SSRI)


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.”


Emergent Process Extant Model Service Globalization Customer Process Japanese Service 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer Science+Business Media New York 2016

Authors and Affiliations

  1. 1.Graduate School of International Corporate Strategy, Hitotsubashi UniversityTokyoJapan
  2. 2.School of Business, Aoyama Gakuin UniversityTokyoJapan

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