1161. |
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1162. |
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1163. |
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1164. |
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1165. |
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1166. |
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1167. |
- Kowalkowski, Christian, et al.
(author)
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Introducing the concept of a value proposing platform : A practice-centric view of value cocreation
- 2011
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In: Otago Forum-3. ; , s. 1-18
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Conference paper (other academic/artistic)abstract
- Purpose: Central to service-dominant (S-D) logic is the value proposition concept. However, research to date has not examined the cocreation of a value proposition in practice. Thus, this study aims to understand the cocreative practice of crafting and establishing a value proposition. Design/methodology/approach: The article reports on a qualitative study which investigates participants in a practice of cocreating a value proposition, from initiation to establishment. Two insight-stimulating examples are given. Findings: The cocreation of a value proposition is conceptualized as taking place on a value proposing platform on which resource integration can take place. Rather than focusing a priori on value cocreation from the perspective of a specific resource integrator, we argue that the cocreative practice should be the focal object to study. Research limitations/implications: The study concerns value propositions on a lower order systems level whereas higher and medium order systems have not been studied. Practical implications: Managers ought to strive towards finding a suitable balance in the outline of the value proposing platform as regards its openness. Thus, managers outlining a value proposing platform must clearly establish its boundaries by framing and explicating the wants and needs vis-à-vis the cocreative endeavor of the firm that they represent. Originality/value: The value proposing platform is a novel concept recognizing the bounded and time-based nature of crafting and establishing a value proposition. The adoption of knowledge during cocreative endeavors conditions the cocreative practice as it delineates the path for the latter‟s forthcoming applications, considerations, adaptations and adoptions of knowledge and competence.
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1168. |
- Kowalkowski, Christian, 1978-
(author)
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What does a service-dominant logic really mean for manufacturing firms?
- 2010
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In: Industrial Product-Service Systems (IPS<sup>2</sup>). - Linköping : Linköping University Electronic Press. - 9789173933810 ; , s. 229-235
-
Conference paper (peer-reviewed)abstract
- Service infusion is a major global business trend in manufacturing industries. This means that firms strategically increase their service orientation in order to increase profit margins. In parallel to this development, the service-dominant logic has emerged as arguably the most challenging recent scholarly marketing debate. Positioning service as dominant in marketing logic clearly challenges traditional practice, given that much of marketing theory originated from a goods-dominant view. However, there are several misconceptions of what this logic means, leading to erroneous managerial implications. Therefore, the objective is to (1) explain the distinct difference between a product-service transition and a transition from goods-dominant to service-dominant logic, and (2) discuss what these transitions mean for industry and academia. For example, a transition to service-dominant logic implies much more than an increased emphasis on the firm’s product-service systems; it implies a reframing of the purpose of the firm and its collaborative role in value co-creation.
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1169. |
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1170. |
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