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The co-creative practice of forming a value proposition
Hanken School of economics, Finland.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2012 (English)In: Journal of Marketing Management, ISSN 0267-257X, E-ISSN 1472-1376, Vol. 28, no 13-14, 1553-1570 p.Article in journal (Refereed) Published
Abstract [en]

Using practice theory and an empirical illustration of reciprocal exchange of knowledge between resource-integrating actors, this paper contributes to Service-Dominant Logic by deepening the understanding of the innate intricacies in a co-creative practice of forming a value proposition. A co-creative practice is conceptualised as reciprocal exchange of knowledge that is mediated by the practice-related script - understandings, procedures, and engagements - that each resource-integrating actor draws upon. The paper identifies and labels the activities of this exchange - applying, assessing, adapting, and adopting - using the literature on knowledge creation and management as a point of departure. A granular analysis is provided of how the script of each resource-integrating actor mediates the activities of reciprocal exchange of knowledge when forming a value proposition

Place, publisher, year, edition, pages
2012. Vol. 28, no 13-14, 1553-1570 p.
Keyword [en]
co-creative paradigm, co-creative practice, practice theory, reciprocal knowledge exchange, Service-Dominant Logic, value proposition
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-183625DOI: 10.1080/0267257X.2012.736875OAI: oai:DiVA.org:uu-183625DiVA: diva2:563631
Available from: 2012-10-30 Created: 2012-10-30 Last updated: 2017-12-07Bibliographically approved
In thesis
1. From Marketing to, to Marketing with Consumers
Open this publication in new window or tab >>From Marketing to, to Marketing with Consumers
2012 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

Empowered by information technology and the internet, consumers are participating more than ever in activities that traditionally are exclusive to firms. No longer do marketers hold exclusive rights to defining and supplying value to customers; value is created by and with consumers in interactions. This constitutes a fundamental change in the established understanding of consumer marketing. This thesis argues for a subtle but vital shift in perspective, from one of marketing to, to one of marketing with consumers, by addressing the research question: How does the shift from marketing to, to marketing with consumers change the role of actors and value propositions?

The study traces the historical development of consumer marketing, reflecting on the limitations of the traditional theoretical framing, and basing its theoretical foundation on business network theory and service dominant logic.

Findings from four extensive empirical studies show that while the change is very important, it is equally important not to disregard the fact that consumers are still consumers. Rather than merging the role of providers and consumers, treating consumers as “prosumers” equal to business actors, it is instead vital to even further identify the distinctions between firms and consumers. This means recognizing that these roles, as defined by their functional identity in interactions, are complementary functions within the exchange and value creation network. Furthermore, the role of value propositions is no longer merely to act as a means for communicating the defined value of a supplier’s output to consumers. Rather, in a marketing with perspective, the role of value propositions is to act as a means for interaction, facilitating opportunities for identifying potential value and benefits generated in the interaction between and in-between consumers and firms, where the roles of the actors as initiators-participants are interchangeable.

Place, publisher, year, edition, pages
Uppsala: Department of Business Studies, 2012. 73 p.
Series
Doctoral thesis / Företagsekonomiska institutionen, Uppsala universitet, ISSN 1103-8454 ; 155
National Category
Business Administration
Identifiers
urn:nbn:se:uu:diva-183626 (URN)
Public defence
2012-12-19, Hörsal 2, Ekonomikum, Kyrkogårdsgatan 10, Uppsala, 13:15 (Swedish)
Opponent
Supervisors
Available from: 2012-11-22 Created: 2012-10-30 Last updated: 2012-11-29Bibliographically approved

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Persson Ridell, OscarRöndell, JimmieSörhammar, David

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