Search results for "Value cocreation"

Decoding the dynamics of value cocreation in consumer tribes. An Agency Theory approach

2017

In the last decade, marketing studies have tried to define methodologies, models, and tools to support organizations in developing pathways “oriented to” and “based on” the value cocreation. To shed light on these dynamics, using the interpretative lens offered by Agency Theory, this study investigates the sociocultural and cognitive/figurative roots of the process of emergence of consumer tribes in which and by which value cocreation takes place. This paper offers a possible advancement in knowledge useful to define approaches, models, and instruments able to better explain and manage the dynamics of value cocreation.

Decoding the XXI Century’s Marketing Shift: An Agency Theory Framework

2016

Since the beginning of the XXI century, marketing theory has moved through a series of epistemological shifts from modern positivism to postmodern constructivism. This has resulted in a series of changes to the main concepts of “traditional” marketing such as: market, product, customer, and value. These shifts can be better viewed under a social cybernetics approach such as agency theory. This is because there is now a view that the linear concept of value creation needs to give way to the more complex process of value cocreation, where value is created collectively. Agency theory is one approach that is able to shed light on how customers and providers are able to recursively create collec…

Cybernetics of Value Cocreation for Product Development

2017

In marketing theory, the shift from the paradigm of value creation to value ‘cocreation’ calls for a deeper grasp of the interactions between producers and customers. Marketing studies have widely focused on the value cocreation concept, but so far, the mechanism through which consumers can be involved in the process of value cocreation through product development had found little space in marketing studies. In this theoretical paper, we aim to fill this gap and pave the way towards a better understanding of the mechanisms of value cocreation for product development through second-order cybernetics. We conceive the market arena as a physical or virtual place where communications of value pro…

Cybernetics of Value Cocreation for Product Development

2016

Professionals in value co-creation through digital healthcare services

2018

Digitization is changing the dynamics within the service sector, including healthcare. The customer access to information and new ways of interacting with the customer challenge the traditional service within healthcare featured by information asymmetry and autonomous role of professionals in decision making. Digitization introduces new service concepts and roles of service actors benefiting value cocreation among the service network. Customer actively participates in the digital service process, which sets demand for new approach, behavior and skills of the professional interacting with the customer. The present discussion around value cocreation lacks research from the service provider’s …