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Co-creating and Re-creating Value: a study of how value propositions become value in a sport sponsorship context
Stockholm University, Faculty of Social Sciences, School of Business.
(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 [en]
Value co-creation, value propositions, resource integration, operant resources, service systems
National Category
Social Sciences
URN: urn:nbn:se:su:diva-63952OAI: diva2:453695
Available from: 2011-11-03 Created: 2011-11-03 Last updated: 2011-11-04Bibliographically approved
In thesis
1. Co-Creating Value: Reframing Interactions in Service Consumption
Open this publication in new window or tab >>Co-Creating Value: Reframing Interactions in Service Consumption
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.
Value, interaction, service, co-creation, operant resources, consumption
National Category
Business Administration
Research subject
Business Administration
urn:nbn:se:su:diva-63686 (URN)978-91-7447-401-5 (ISBN)
Public defence
2011-12-09, Gröjersalen, hus 3, Kräftriket, Roslagsvägen 101, Stockholm, 13:00 (Swedish)
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

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