Reviving tradition-bound products: a case of value co-creation using rhetorical history

Chikako Ishizuka (), Tseng Kuo-Che () and Yasuyuki Kishi ()
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Chikako Ishizuka: Niigata University
Tseng Kuo-Che: Niigata University
Yasuyuki Kishi: Niigata University

Service Business, 2022, vol. 16, issue 4, No 11, 1015-1033

Abstract: Abstract This study explores the value co-creation framework to revive tradition-bound products using rhetorical history and service-dominant logic. This framework shows the effects of using historical significance to enable value co-creation in a new ecosystem by engaging consumers and local communities without eliminating their traditions. Existing studies merely discuss the methodology of a rhetorical emphasis on the authenticity of traditional industrial firms’ history to attract customers. This study explains the motivation to engage in value co-creation to transform tradition-bound businesses. Through these processes, businesses’ boundaries are thawed, and the customer becomes the advocate and thus, the driver of reviving tradition-bound products.

Keywords: Service-dominant logic; Rhetorical history; Value co-creation; Tradition-bound products; Sake (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1007/s11628-022-00504-w

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