Value co-creation in service logic: A critical analysis

✍ Scribed by Grönroos, Christian (author)

• Book ID: 111927836
• Publisher: SAGE Publications
• Year: 2011
• Tongue: English
• Weight: 316 KB
• Volume: 11
• Category: Article
• ISSN: 1470-5931
• DOI: 10.1177/1470593111408177

✦ Synopsis

The underpinning logic of value co-creation in service logic is analysed. It is observed that some of the 10 foundational premises of the so-called service-dominant logic do not fully support an understanding of value creation and co-creation in a way that is meaningful for theoretical development and decision making in business and marketing practice. Without a thorough understanding of the interaction concept, the locus as well as nature and content of value co-creation cannot be identified. Value co-creation easily becomes a concept without substance. Based on the analysis in the present article, it is observed that the unique contribution of a service perspective on business (service logic) is not that customers always are co-creators of value, but rather that under certain circumstances the service provider gets opportunities to co-create value together with its customers. Finally, seven statements included in six of the foundational premises are reformulated accordingly.