Co-creating and Re-creating Value: a study of how value propositions become value in a sport sponsorship context

• 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

Value co-creation

value propositions

resource integration

operant resources

service systems

Publication and Content Type

vet (subject category)

ovr (subject category)