 Practices as markets: Value co-creation in e-invoicingOskar Korkman, Kaj Storbacka and Bo Harald Australasian marketing journal, 2010, vol. 18, issue 4, 236-247 Abstract: This article proposes that a practice-based approach, accompanied by ethnographic methods, contributes to S-D logic by enriching our understanding of how resources are integrated, how value is formed, how markets ’work’, and how firms can enhance value co-creation. The embeddedness of value creation implies that firms should focus on the practical relations between socio-cultural resources, available in the market space called everyday life. As a conclusion we suggest that S-D logic could incorporate practice-based viewpoints: (a) practices are fundamental units of value creation – value is created as actors engage in practices, (b) practices are resource integrators – value is created as customers integrate socio-cultural resources, (c) firms are extensions of customer practices – customers are not extensions of firm’s production processes; value co-creation happens as firms participate in customer practices, (d) value propositions are resource integration promises – firms enhance value creation by providing resources that ’fit’ into customers’ practice constellations. Keywords: Consumer practices; Service-dominant logic; Co-creation of value; Resource integration; Market (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:18:y:2010:i:4:p:236-247 DOI: 10.1016/j.ausmj.2010.07.006 Access Statistics for this article Australasian marketing journal is currently edited by Roger Marshall More articles in Australasian marketing journal from Elsevier |
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