Advertisement

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

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

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.”

Keywords

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.

References

  1. Andersson U, Forsgren M, Holm U (2001) Subsidiary embeddedness and competence development in MNCs—a multi-level analysis. Organ Stud 22(6):1013–1034CrossRefGoogle Scholar
  2. Bagozzi RP, Dholakia U (1999) Goal setting and striving in consumer behavior. J Mark 63(Special Issue):19–32CrossRefGoogle Scholar
  3. Brannen MY (2004) When mickey loses face: recontextualization, semantic fit, and the semiotics of foreignness. Acad Manage Rev 29(4):593–616Google Scholar
  4. Cohen WM, Levinthal DA (1990) Absorptive capacity: a new perspective on learning and innovation. Adm Sci Q 35:128–152CrossRefGoogle Scholar
  5. Cole M (1996) Cultural psychology. Harvard University Press, CambridgeGoogle Scholar
  6. Deci EL, Ryan RM (1985) Intrinsic motivation and self-determination in human behavior. Plenum, New YorkCrossRefGoogle Scholar
  7. Deci EL, Ryan RM (2000) The “what” and “why” of goal pursuits: human needs and the self-determination of behavior. Psychol Inq 11(4):227–268CrossRefGoogle Scholar
  8. Etgar M (2008) A descriptive model of the consumer co-production process. J Acad Mark Sci 36(1):97–108CrossRefGoogle Scholar
  9. Fishbach A, Ferguson MJ (2007) The goal construct in social psychology. In: Kruglanski AW, Higgins ET (eds) Social psychology: handbook of basic principles, 2nd edn. Guilford, New York, pp 490–515Google Scholar
  10. Frow P, Payne A, Storbacka K (2010) A conceptual model for value co-creation: designing collaboration with a service system. In: Proceedings of the 39th European marketing academy conferenceGoogle Scholar
  11. Fujikawa Y, Suzuki K, Otte-Trojel FD (2008) Kumon India: extending the mission-driven service globalization strategy, Hitotsubashi ICS Case, ICS-107-005-E, ECCH-310-071-1Google Scholar
  12. Fuller J (2010) Refining virtual co-creation from a consumer perspective. Calif Manage Rev 52(2):98–122CrossRefGoogle Scholar
  13. Gibson JJ (1966) The senses considered as perceptual systems. Houghton Mifflin, BostonGoogle Scholar
  14. Gibson JJ (1979) The ecological approach to visual perception. Lawrence Erlbaum, HillsdaleGoogle Scholar
  15. Gutman J (1982) A means-end chain model based on consumer categorization processes. J Mark 46:60–72CrossRefGoogle Scholar
  16. Hall ET (1966) The hidden dimension. Anchor Books, New YorkGoogle Scholar
  17. Hall ET (1976) Beyond culture. Anchor Books, New YorkGoogle Scholar
  18. Jensen R, Szulanski G (2004) Stickiness and the adaptation of organizational practices in cross-border knowledge transfers. J Int Bus Stud 35(November):508–523CrossRefGoogle Scholar
  19. Kitayama S, Markus H (1999) Yin and Yang of the Japanese self: the cultural psychology of personality coherence. In: Cervone D, Shoda Y (eds) The coherence of personality: social cognitive bases of personality consistency, variability, and organization. Guilford, New York, pp 242–302Google Scholar
  20. Kitayama S, Mesquita B, Karasawa M (2006) Cultural affordances and emotional experience; social engaging and disengaging emotions in Japan and the United States. J Pers Soc Psychol 91(5):890–903CrossRefGoogle Scholar
  21. Kitayama S, Duffy S, Uchida Y (2007) Self as cultural mode of being. In: Kitayama S, Cohen D (eds) Handbook of cultural psychology. Guilford, New York, pp 136–174Google Scholar
  22. Kopetz CE, Kruglanski AW, Arens ZG, Etkin J, Johnson HM (2012) The dynamics of consumer behavior: a goal systemic perspective. J Consum Psychol 22(2):208–223, Available online 31 March 2011CrossRefGoogle Scholar
  23. Lieberman N, Trope Y, Wakslak C (2007) Construal-level theory and consumer behavior. J Consum Psychol 17(2):113–117CrossRefGoogle Scholar
  24. Lusch RF, Vargo SL (2006) The service dominant logic of marketing: dialog, debate, and directions. M. E. Sharpe, ArmonkGoogle Scholar
  25. Normann R (1984) Service management: strategy and leadership in service business. Wiley, ChichesterGoogle Scholar
  26. Normann R (2001) Reframing business: when the map changes the landscape. Wiley, ChichesterGoogle Scholar
  27. Normann R, Ramirez R (1993) From value chain to value constellation. Harv Bus Rev 71(4):65–77Google Scholar
  28. Normann R, Ramirez R (1994) Designing interactive strategy: from value chain to value constellation. Wiley, ChichesterGoogle Scholar
  29. Peter JP, Olson JC (2010) Consumer behavior and marketing strategy. McGraw-Hill, BostonGoogle Scholar
  30. Ramaswamy V, Gouillart FJ (2010) The power of co-creation: build it with them to boost growth, productivity, and profits. Free Press, New YorkGoogle Scholar
  31. Reynolds TJ, Gutman J (1988) Laddering theory method, analysis, and interpretation. J Advert Res 28:11–31Google Scholar
  32. Sakane M (2009) Tsuyomi-Wo-Migaki, Yowami-Wo-Kaikaku. Nikkagiren Shuppansha, TokyoGoogle Scholar
  33. Sakane M (2011) Dantotsu Keiei. Nihon Keizai Shinbunsha, TokyoGoogle Scholar
  34. Solomon MR (2010) Consumer behavior. Prentice-Hall, New YorkGoogle Scholar
  35. Sperber D, Wilson D (1986) Relevance: communication and cognition. Blackwell, OxfordGoogle Scholar
  36. Szulanski G (2000) The process of knowledge transfer: a diachronic analysis of stickiness. Organ Behav Hum Decis Process 82(1):9–27CrossRefGoogle Scholar
  37. Toffler A (1980) The third wave: the classic study of tomorrow. William Morrow, New YorkGoogle Scholar
  38. Toffler A, Toffler H (2006) Revolutionary wealth: how it will be created and how it will change our lives. Knopf, New YorkGoogle Scholar
  39. Trope Y, Lieberman N (2003) Temporal construal. Psychol Rev 10(3):403–421CrossRefGoogle Scholar
  40. Vargo SL, Lusch RF (2004) Evolving to a new dominant logic for marketing. J Mark 68(1):1–17CrossRefGoogle Scholar
  41. Vargo SL, Maglio PP, Akaka MA (2008) On value and value co-creation: a service systems and service logic perspective. Eur Manag J 26:145–152CrossRefGoogle Scholar
  42. Winter SG, Szulanski G (2001) Replication as strategy. Organ Sci 12(6):730–743CrossRefGoogle Scholar
  43. Zander U, Kogut B (1995) Knowledge and the speed of the transfer and imitation of organizational capabilities: an empirical test. Organ Sci 6(1):76–92CrossRefGoogle Scholar

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

Personalised recommendations