nach oben

Journal of the Academy of Marketing Science

Erschienen in:

01.03.2008 | Conceptual/Theoretical Paper

Managing the co-creation of value

verfasst von: Adrian F. Payne, Kaj Storbacka, Pennie Frow

Erschienen in: Journal of the Academy of Marketing Science | Ausgabe 1/2008

Einloggen

Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.

search-config

KI-gestützte Suche

Aus

Abstract

Central to service-dominant (S-D) logic is the proposition that the customer becomes a co-creator of value. This emphasizes the development of customer–supplier relationships through interaction and dialog. However, research to date suggests relatively little is known about how customers engage in the co-creation of value. In this article, the authors: explore the nature of value co-creation in the context of S-D logic; develop a conceptual framework for understanding and managing value co-creation; and utilize field-based research to illustrate practical application of the framework. This process-based framework provides a structure for customer involvement that takes account of key foundational propositions of S-D logic and places the customer explicitly at the same level of importance as the company as co-creators of value. Synthesis of diverse concepts from research on services, customer value and relationship marketing into a new process-based framework for co-creation provide new insights into managing the process of value co-creation.

Vorheriger Artikel The service-dominant logic and a hierarchy of operant resources: developing masterful operant resources and implications for marketing strategy

Nächster Artikel A descriptive model of the consumer co-production process

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

über 102.000 Bücher
über 537 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Finance + Banking
Management + Führung
Marketing + Vertrieb
Maschinenbau + Werkstoffe
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 340 Zeitschriften

aus folgenden Fachgebieten:

Bauwesen + Immobilien
Business IT + Informatik
Finance + Banking
Management + Führung
Marketing + Vertrieb
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Addis, M., & Holbrook, M. B. (2001). On the conceptual link between mass customization and experiential consumption: an explosion of subjectivity. Journal of Consumer Behavior, 1(1), 50–66.CrossRef

Argyris, C., & Schön, D. (1978). Organizational learning: A theory of action perspective. Reading, MA: Addison-Wesley.

Arnould, E. J., & Thompson, C. J. (2005). Consumer culture theory (CCT): Twenty years of research. Journal of Consumer Research, 31, 868–882, (March).CrossRef

Ballantyne, D. (2004). Dialogue and its role in the development of relationship specific knowledge. Journal of Business and Industrial Marketing, 19(2), 114–123.CrossRef

Ballantyne, D., & Varey, R. J. (2006). Introducing a dialogical orientation to the service-dominant logic of marketing. In S. L. Vargo & R. F. Lusch (Eds.), Toward a service dominant logic: Dialog, debate, and directions (pp. 224–235). Armonk, New York: M.E. Sharpe.

Beckman, S. C. (1989). Emotions and consumer behaviour. In P. E. Earl (Eds.), The Elgar companion to consumer research and economic psychology (pp. 182–187). Cheltenham, UK: Edward Elgar Publishing.

Bendapudi, N., & Leone, R. P. (2003). Psychological implications of customer participation in co-production. Journal of Marketing, 67, 14–28, (January).CrossRef

Berthon, P., & John, J. (2006). From entities to interfaces: Delineating value in customer–firm interactions. In R. F. Lusch & S. L. Vargo (Eds.), The service dominant logic of marketing: Dialog, debate and directions (pp. 196–207). Armonk, NY: M.E. Sharpe.

Bolton, R. N. (2006). Foreword. In R. F. Lusch & S. L. Vargo (Eds.), The service dominant logic of marketing: Dialog, debate and directions (pp. ix–xi). Armonk, NY: M.E. Sharpe.

Etgar, M. (2006). Co-production of services: A managerial extension. In R. F. Lusch & S. L. Vargo (Eds.), The service dominant logic of marketing: Dialog, debate and directions (pp. 28–138). Armonk, NY: M.E. Sharpe.

Flint, D. J., & Mentzer, J. T. (2006). Striving for integrated value chain management given a service-dominant logic for marketing. In R. F. Lusch & S. L. Vargo (Eds), The service dominant logic of marketing: Dialog, debate and directions (pp. 139–149). Armonk, NY: M.E. Sharpe.

Fournier, S. (1991). A meaning-based framework for the study of consumer–object relations. Advances in Consumer Research, 18, 736–742.

Gremler, D. D. (2004). The critical incident technique in service research. Journal of Service Research, 7(1), 65–89.CrossRef

Grönroos, C. (1997). Value-driven relational marketing: From products to resources and competencies. Journal of Marketing Management, 13, 407–419, (July).CrossRef

Grönroos, C. (2000). Service management and marketing: Managing the moment of truth in service competition. Lexington, MA: Lexington Books.

Grönroos, C. (2003). Service management and marketing (2nd ed.). Chichester, England: Wiley.

Grönroos, C. (2006). Adopting a service logic for marketing. Marketing Theory, 6(3), 317–333.CrossRef

Gummesson, E. (2002). Practical value of adequate marketing management theory. European Journal of Marketing, 36, 325–349, (March).CrossRef

Gummesson, E. (2004). Return on relationships (ROR): The value of relationship marketing and CRM in business-to-business contexts. Journal of Business and Industrial Marketing, 1(2), 136–148.

Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing, 46, 92–101, (Summer).CrossRef

Holbrook, M. B. (1996). Customer value—A framework for analysis and research. In K. P. Corfman & J. G. Lynch Jr. (Eds.), Advances in consumer research, vol. 23 (pp. 138–142). Provo, UT: Association for Consumer Research.

Holbrook, M. B. (2006). ROSEPEKICECIVECI versus CCV: The resource-operant, skills-exchanging, performance-experiencing, knowledge-informed, competence-enacting, co-producer-involved, value-emerging, customer-interactive view of marketing versus the concept of customer value: ‘I can get it for you wholesale’. In R. F. Lusch & S. L. Vargo (Eds.), The service dominant logic of marketing: Dialog, debate and directions (pp. 208–223). Armonk, NY: M.E. Sharpe.

Holbrook, M. B. & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9, 132–140, (September).CrossRef

Jaworski, B., & Kohli, A. K. (2006). Co–creating the voice of the customer. In R. F. Lusch & S. L. Vargo (Eds.), The service dominant logic of marketing: Dialog, debate and directions (pp. 109–117). Armonk, NY: M.E. Sharpe.

Kalaignanam, K., & Varadarajan, R. (2006). Customers as co-producers: Implications for marketing strategy effectiveness and marketing operations efficiency. In R. F. Lusch & S. L. Vargo (Eds.), The service dominant logic of marketing: Dialog, debate and directions (pp. 166–180). Armonk, NY: M.E. Sharpe.

Kingman-Brundage, J. (1989). The ABCs of service system blueprinting. In M. J. Bitner & L. A. Crosby (Eds.), Designing a winning service strategy. American Marketing Association Proceedings Series (pp. 30–33). Chicago, IL: American Marketing Association.

Korkman, O. (2006). Customer value formation in practice: A practice–theoretical approach. Series A: 155, Helsinki: Swedish School of Economics and Business Administration.

Lambert, D. M., & Garcia-Dastugue, S. J. (2006). Cross-functional business processes for the implementation of service-dominant logic. In R. F. Lusch & S. L. Vargo (Eds.), The service dominant logic of marketing: Dialog, debate and directions (pp. 150–165). Armonk, NY: M.E. Sharpe.

Lewis, D., & Bridger, D. (2001). The soul of the new consumer. London: Nicholas Brealey Publishing.

Lusch, R. P., & Vargo, S. L. (Eds.) (2006). The service dominant logic of marketing: Dialog, debate and directions. Armonk, NY: M.I. Sharpe.

Lusch, R. P., Vargo, S. L., & O’Brien, M. (2006). Competing through service: Insights from service-dominant logic. Journal of Retailing, 83(1), 5–18.CrossRef

Mokyr, J. (2002). The gifts of Athena: Historical origins of the knowledge economy. Princeton, NJ: Princeton University Press.

Nonaka, I., & Takeuchi, H. (1995). The knowledge-creating company: How japanese companies create the dynamics of innovation. New York: Oxford University Press.

Normann, R. (2001). Reframing business: When the map changes the landscape. Chichester, England: Wiley.

Normann, R., & Ramirez, R. (1993). From value chain to value constellation. Harvard Business Review, 65–77, (July–August).

Oliver, R. L. (1999). Value as excellence in consumption experience. In M. B. Holbrook (Ed.), Consumer value: A framework for analysis and research (pp. 43–62). New York: Routledge.

Oliver, R. L. (2006). Co-producers and co-participants in the satisfaction process: Mutually satisfying consumption. In R. F. Lusch & S. L. Vargo (Eds.), The service dominant logic of marketing: Dialog, debate and directions (pp. 118–127). Armonk, NY: M.E. Sharpe.

Payne, A., & Frow, P. (2005). A strategic framework for customer relationship management. Journal of Marketing, 69, 167–176, (October).CrossRef

Pine, B. J., & Gilmore, J. H. (1999). The experience economy: Work is theatre and every business a stage. Boston, MA: Harvard Business School Press.

Prahalad, C. K. (2004). The co-creation of value—Invited commentary. Journal of Marketing, 68(1), 23.

Prahalad, C. K., & Ramaswamy, V. (2000). Co-opting customer competence. Harvard Business Review, 78, 79–90, (January).

Prahalad, C. K., & Ramaswamy, V. (2004). The future of competition: Creating unique value with customers. Boston, MA: Harvard Business School Press.

Ravald, A., & Grönroos, C. (1996). The value concept and relationship marketing. European Journal of Marketing, 30(2), 19–30.CrossRef

Reckwitz, A. (2002). Toward a theory of social practices: A development in culturalist theorizing. European Journal of Social Theory, 5(2), 243–263.CrossRef

Sawhney, M., Balasubramanian, S., & Krishnan, V. (2004). Creating growth with services. MIT Sloan Management Review, 45, 34–43, (Winter).

Schatzki, T. R. (2001). Introduction: practice theory. In T. R Schatzki, K. D. Knorr-Cetinam & E. Von Savigny (Eds.), The practice turn in contemporary theory. London: Routledge.

Schmitt, B. H. (2003). Customer experience management. Hoboken, NJ: Wiley.

Schön, D. (1983). The reflective practitioner: How professionals think in action. New York, NY: Basic Books.

Schrage, M. (1995). Customer relations. Harvard Business Review, 154–156, (July–August).

Shostack, G. L. (1984). Designing services that deliver. Harvard Business Review, 133–139, (January–February).

Storbacka, K., & Lehtinen, J. R. (2001). Customer relationship management: Creating competitive advantage through win–win relationship strategies. Singapore: McGraw-Hill.

Vargo, S. L., & Lusch, R. F. (2004a). Evolving to a new dominant logic for marketing. Journal of Marketing, 68, 1–17.CrossRef

Vargo, S. L., & Lusch, R. F. (2004b). The four service marketing myths. Journal of Service Research, 6(4), 324–335.CrossRef

Vargo, S. L., & Lusch, R. F. (2006). Service-dominant logic: What it is, what it is not, what it might be. In R. F. Lusch & S. L. Vargo (Eds.), The service dominant logic of marketing: Dialog, debate and directions (pp. 43–56). Armonk, NY: M.E. Sharpe.

Webster, F. E. (2002). Marketing management in changing times. Marketing Management, 11, 1–17, (January/February).

Windham, L., & Orton, K. (2001). The soul of the new consumer. New York, NY: Allworth.

Woodruff, R. B. (1997). Customer value: The next source for competitive advantage. Journal of the Academy of Marketing Science, 25(2), 139–153.CrossRef

Woodruff, R. B., & Flint, D. J. (2006). Marketing’s service-dominant logic and customer value. In R. F. Lusch & S. L. Vargo (Eds.), The service dominant logic of marketing: Dialog, debate and directions (pp. 183–195). Armonk, NY: M.E. Sharpe.

Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means–end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22.CrossRef

Titel: Managing the co-creation of value
verfasst von: Adrian F. Payne
Kaj Storbacka
Pennie Frow
Publikationsdatum: 01.03.2008
Verlag: Springer US
Erschienen in: Journal of the Academy of Marketing Science / Ausgabe 1/2008
Print ISSN: 0092-0703
Elektronische ISSN: 1552-7824
DOI: https://doi.org/10.1007/s11747-007-0070-0

Springer Professional

Abstract

Bitte loggen Sie sich ein, um Zugang zu Ihrer Lizenz zu erhalten.

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Springer Professional "Wirtschaft"

Weitere Artikel der Ausgabe 1/2008

Trying to prosume: toward a theory of consumers as co-creators of value

Fundamentals of service science

An expanded and strategic view of discontinuous innovations: deploying a service-dominant logic

Why “service”?

The effects of customer participation in co-created service recovery

Marketing with integrity: ethics and the service-dominant logic for marketing