Value Co-creation and the Media Market Segment: A Multiple Case Studies Analyzed under the Approach of Service Dominant Logic of Marketing: An Abstract

The consumption of information on multimedia platforms and the widespread use of social networks have had a direct impact on the management of print media. Value co-creation and service-centered marketing from the perspective of the Service Dominant Logic (SDL) of Marketing are pointed out as mechanisms of interaction between newspaper companies and their advertising clients, in which both work together to create new products and maximizing results. In order to understand how printed communication vehicles develop co-creative solutions for their clients, this research makes use of a multiple case study strategy. We seek to analyze, from the perspective of co-creation, business models that have been adopted by print media, pointing out ways that can be adopted in the search for a new business model.

In Vargo and Lusch (2004, 2006, 2008, 2011, 2016) SDL, all actors (workers, managers, suppliers, consumers and other stakeholders) are seen as co-creators, and this experience adds value for processes. The SDL implies interactivity and unity among beneficiaries, suggesting a focus on working together to integrate resources to create mutual value. From the crossing references related to business model of the printed communication vehicles, and also SDL, it is understood that co-creation of B2B value in a printed communication vehicle occurs when the vehicle (actor A) integrates their knowledge of content production and qualified receiving public; and when the advertising company (actor B) integrates its specialized knowledge in a market segment, and also the provision of service (resources) to generate benefits for itself and for the other.

A qualitative and exploratory approach was applied. We decided to adopt a multiple case studies strategy (Yin 2015), choosing three cases involving communication vehicles and partner companies from different areas. For data collection, in-depth interviews were used in semi-open format. We also analyzed physical artifacts. Data was analyzed by data triangulation technique.

The three cases showed that the partnership of printed media with advertising companies, are business models that favor a co-creation environment. Four key points are highlighted: (1) printed media seek out partner companies that share the same institutions; (2) integration of resources in service ecosystem seeks to highlight the expertise of each actor; (3); involvement of all stakeholders, especially media professionals, is essential for value co-creation; (4) learning.