Communication, ressources, consumer, Business Intelligence, benefits, balance of power, new products, Individual Service Logic Reflection, co-creation value, consumer usage, big brands, service logic theory, Vargo and Lusch, Ballantyne and Varey, producer, economic advantage, SDL Service dominant logic
A few years ago, a French wine producer noticed that in bars, young people were drinking glasses of rosé wine filled with ice cubes. The producer was not convinced by the drink because the water made the wine lose flavor, however, he decided to create a rosé based on this concept anyway. Two years later, the drink is widely sold throughout France. Now, even big brands are interested in the concept and are offering new products, in line with consumer usage. This example shows that value can be created during use: this is "co creation of value". This value is imagined by consumers, through a use that was not foreseen by the producer when creating the product.
[...] "Evolving to a New Dominant Logic for Marketing", Journal of Marketing, 1-17. Stephen L. Vargo and Lusch, Robert F. (2014). Service-dominant logic: premises, perspectives, possibilities, Cambridge: Cambridge University Press. [...]
[...] During the same year, Vargo and Lusch published their first article on service dominant logic, giving their opinion on how the value is created. The articles written by Ballantyne & Varey (2006) and Grönroos (2017) are also interesting to discuss since they give some different points of view. The goal is to understand the process of co-creation of value, where the co-creation takes place and who participates, what are the benefits, and what are the main keys to successfully co-create value through the articles of these authors and Vargo and Lusch's book from 2014. [...]
[...] From now on, customers are considered as true long-term innovation partners. The example of rosé wine shows how necessary it is for companies to build with the consumer and not for the consumer. Then, let's discuss the benefits for the consumer. Whether it is the dominant service logic (Ballantyne and Varey, 2006) or the service logic (Grönroos, 2017), both agree that the creation of value contributes to the well-being of individuals. The desires and needs of consumers are met and they are considered since the balance of power between the consumer and the producer is rebalanced. [...]
[...] ] in a truly prescriptive sense, S-D logic cannot be applied, at least directly." Indeed, the SDL cannot be applied directly to companies, but I think that the co-creation of value is one of the levers that leads to it. REFERENCES Ballantyne, David and Richard J. Varey (2006). "Creating Value-in-Use through Marketing Interaction: The Exchange Logic of Relating, Communicating and Knowing", Marketing Theory, 335-348. Grönroos, Christian (2017). "On value and value creation in service: a management perspective," Journal of Creating Value, 125-141. Vargo, Stephen L. and Robert F. Lusch (2004). [...]
[...] Grönroos (2017) joins them by admitting that the company is seen as a "facilitator of value creation". It is the producer who makes the tools, information and resources available to stakeholders to co-create (Grönroos, 2017). This is how I realized that Lusch and Vargo (2004) push their reflection to the extreme, starting from the principle that there is no border between the two and that there are only actors who create value. During the process of co-creation of value, each of the actors plays the two roles (producer and consumer) in turn, the value is thus reciprocally created. [...]
APA Style reference
For your bibliographyOnline reading
with our online readerContent validated
by our reading committee
