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Co-Creating Value: Reframing Interactions in Service Consumption
Stockholm University, Faculty of Social Sciences, School of Business.
2011 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

How producers and consumers interact in the market and integrate resources is fundamental for our understanding of how value and value creation develop in contemporary economy. Value co-creation in markets has gained renewed interest in marketing theory. The existing literature has predominantly focused on emphasizing either how co-creation processes are organized from a provider perspective or how consumers create value in their consumption practices. In taking either a service-provider or consumption perspective, previous research disregards the complexity of interactions between two or more actors, and that interactions often are characterized by tensions and conflicts. The aim of this thesis is therefore to analyze how constellations of various actors interact to co-create value, and to demonstrate possible implications for marketing theory and research on value co-creation. This is done by examining different constellations of actors’ interactions, emphasizing organization and consumption of services in sport and tourism, two fruitful contexts for investigating complex actor constellations.

In marketing theory, Service Dominant logic (S-D logic) has evolved into a key framework for conceptualizing and organizing value co-creation. The focus on the organization of value co- creation has occurred at the expense of emphasizing actors’ rich and varied competences and the contextual conditions that permeate actors’ interactions. Therefore, as another contribution, the present thesis further bridges S-D logic with socio-cultural oriented consumption theory on meaning creation, and how available recourses are made use of by organizations and consumers. Drawing on these two frameworks, and by conducting 52 interviews with respondents from actor groups, this thesis provides a systematization of interactions, demonstrating that value co-creation is dependent on the constellation of actors, their often contradicting interests and their various competences. The following types of interactions for value co-creation are suggested: converged, diverged, disjointed and fragmented.

Place, publisher, year, edition, pages
Stockholm: School of Business, Stockholm University , 2011. , 87 p.
Keyword [en]
Value, interaction, service, co-creation, operant resources, consumption
National Category
Business Administration
Research subject
Business Administration
Identifiers
URN: urn:nbn:se:su:diva-63686ISBN: 978-91-7447-401-5 (print)OAI: oai:DiVA.org:su-63686DiVA: diva2:453649
Public defence
2011-12-09, Gröjersalen, hus 3, Kräftriket, Roslagsvägen 101, Stockholm, 13:00 (Swedish)
Opponent
Supervisors
Note
At the time of doctoral defence, the following papers were unpublished and had a status as follows: Paper nr.3: Manuscript; Paper nr.4: Manuscript.Available from: 2011-11-17 Created: 2011-10-26 Last updated: 2011-11-09Bibliographically approved
List of papers
1. The Olympic Equestrian Games: brand collaboration and associations within a destination and a sports event
Open this publication in new window or tab >>The Olympic Equestrian Games: brand collaboration and associations within a destination and a sports event
2008 (English)In: International Journal of Sports Marketing and Sponsorship, Vol. 9, no 4Article in journal (Refereed) Published
Identifiers
urn:nbn:se:su:diva-17128 (URN)
Available from: 2009-01-07 Created: 2009-01-07 Last updated: 2011-11-04Bibliographically approved
2. What about interaction?: Networks and brands as integrators within service-dominant logic
Open this publication in new window or tab >>What about interaction?: Networks and brands as integrators within service-dominant logic
2009 (English)In: International Journal of Service Industry Management, ISSN 0956-4233, E-ISSN 1758-6704, Vol. 20, no 4, 420-432 p.Article in journal (Refereed) Published
Abstract [en]

The paper conceptualizes the key actors involved in the co-creation process as Brand Governor, Providers and Customers. In addition, it proposes an advancement of the service brand-relationship-value triangle introduced by Brodie et al. by linking the key processes and actors in the triangle. It is found that the network approach provides a deeper understanding of how actors integrate with one another and how this interaction leads to co-created outcomes that can be translated into value

Place, publisher, year, edition, pages
UK: Emerald, 2009
National Category
Economics and Business
Research subject
Business Administration
Identifiers
urn:nbn:se:su:diva-42230 (URN)10.1108/09564230910978511 ( (DOI)000269269000010 ()
Available from: 2011-01-18 Created: 2010-08-19 Last updated: 2017-12-12Bibliographically approved
3. Co-creating and Re-creating Value: a study of how value propositions become value in a sport sponsorship context
Open this publication in new window or tab >>Co-creating and Re-creating Value: a study of how value propositions become value in a sport sponsorship context
(English)Manuscript (preprint) (Other academic)
Abstract [en]

Despite an impressive number of studies on value co-creation, the existing literature has not properly acknowledged the notion that collaborating actors may not necessarily have comparable or equal possibilities to gain from co-creation processes. The present study investigates the case of sport sponsoring by analyzing the interactive and co-creative process between two dissimilar actors: non-profit sport organizations (providers) and commercial sponsors (customers). By identifying customer practices, the present study provides a systematization of how value propositions “turn into” value. In addition, the present study demonstrates that the procedures during which value propositions convert from resource promises to value are dependent on actors’ shifting discrepancies, which also foster their operant resources. Based on this, the present study argues that actors’ shifting goals and various operant resources are “creative” for the collaboration and future value co-creation. 

Keyword
Value co-creation, value propositions, resource integration, operant resources, service systems
National Category
Social Sciences
Identifiers
urn:nbn:se:su:diva-63952 (URN)
Available from: 2011-11-03 Created: 2011-11-03 Last updated: 2011-11-04Bibliographically approved
4. Multiple Actors’ Value Co-creation: Re-thinking Interactions within S-D logic
Open this publication in new window or tab >>Multiple Actors’ Value Co-creation: Re-thinking Interactions within S-D logic
(English)Manuscript (preprint) (Other academic)
Abstract [en]

In the S-D logic conceptualisation of value co-creation, much attention has been directed to actors’ resource integrations. However, little attention has been devoted to how companies consumers and other stakeholders interact and co-create value within multiple interactions. This study explores multiple actors’ creation of the football experience. Through a sociocultural perspective on value co-creation, actors’ resource integration is problematised as dependent on various interests, making actors both enabled and constrained in their co-creative interactive processes. Moreover, this study demonstrates that actors’ various, and often contradictory resource integrations and interactions are creative as they lead to new interpretations, meanings and values. 

Keyword
S-D logic, co-creation, interaction, resource integration
National Category
Social Sciences
Identifiers
urn:nbn:se:su:diva-63951 (URN)
Available from: 2011-11-03 Created: 2011-11-03 Last updated: 2011-11-04Bibliographically approved

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