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Extending actor participation in value creation: An institutional view
California State University, USA.
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Service Research Center.ORCID iD: 0000-0002-2062-0931
Univ Hawaii Manoa, USA.
2016 (English)In: Journal of Strategic Marketing, ISSN 0965-254X, E-ISSN 1466-4488, Vol. 24, no 3-4, p. 210-226Article in journal (Refereed) Published
Resource type
Text
Abstract [en]

This article explores how seemingly distinct actors contribute to value creation and evaluation in a fundamentally similar way. It shows that the division of actors into dichotomies such as producers€™ and €˜consumers, ˜paying€™ and non-paying€™ customers, and adopters and non-adopters, is based on narrow, unidirectional, transactional, and dyadic views on value creation and delivery. The article highlights the limitations of these views and draws on a service ecosystems perspective and its broader notion of co-created and contextual value to overcome these limitations. More specifically, the article, by connecting two frameworks (markets-as-practice and institutional work), extends a generic actor-to-actor conceptualization of value creation, in showing that all economic and social actors participate in value creation in a fundamentally similar way. That is, they enact value co-creation practices and simultaneously shape these practices by creating, maintaining and disrupting the institutions that guide their (re)enactment. Thus, the article proposes a unified view on actors’ participation in value creation that not only points to the involvement of broader actor categories in value creation and market formation processes, but also provides important strategic implications in the form of a research agenda.

Place, publisher, year, edition, pages
Routledge, 2016. Vol. 24, no 3-4, p. 210-226
Keyword [en]
actor-to-actor; value creation; service ecosystems; markets-as-practice; value co-creation practices; institutional work
National Category
Business Administration
Research subject
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-42311DOI: 10.1080/0965254X.2015.1095225ISI: 000386929800004Scopus ID: 2-s2.0-84951274855OAI: oai:DiVA.org:kau-42311DiVA, id: diva2:935417
Available from: 2016-06-10 Created: 2016-05-23 Last updated: 2018-01-29Bibliographically approved
In thesis
1. The evolution of markets - A service ecosystems perspective
Open this publication in new window or tab >>The evolution of markets - A service ecosystems perspective
2018 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

This conceptual dissertation aims to build an integrative and transdisciplinary framework of market evolution by reconnecting the study of innovations and markets, with help from the service ecosystems perspective. The service ecosystems perspective offers a processual, systemic, and institutional view on value creation, which is grounded in the axiomatic assumptions of service-dominant (S-D) logic. Hence, the dissertation departs from the premise that value, when perceived, is always cocreated by multiple, institutionally guided actors in service ecosystems through service exchange and the integration of resources. The dissertation extends the conceptualizations of innovations and markets from a service ecosystems perspective, with the help of institutional theory. The resulting transcending conceptualizations are then used to reconcile the paradoxical tensions identified in the conceptualizations of innovations within service research and markets within marketing literature in order to synthesize their substantial contributions into a cohesive framework of market evolution. By connecting insights from five appended papers and the reconciled literatures, the dissertation develops a recursive four-phase process model of market evolution as institutional dynamics of multi-dimensional value cocreation structures. The model explains how innovations as proto-institutional value cocreation structures emerge and how markets as institutionalized value cocreation structures evolve through institutional work carried out by multiple actors aiming to either maintain or disrupt a prevailing market. By beginning to unravel the institutional processes and market shaping strategies contributing to market evolution, the dissertation provides guidance to actors who are interested in markets and their development.

Abstract [en]

This conceptual dissertation builds an integrative and transdisciplinary framework of market evolution by drawing on and extending the service ecosystems perspective. With the help of institutional theory, the dissertation develops transcending conceptualizations of markets and innovations to reconcile and reconnect the discussion on markets in marketing literature and innovations in service research. By synthesizing insights from the reconciled literatures and five appended papers, the dissertation develops a recursive, four-phase process model of market evolution as institutional dynamics of multi-dimensional value cocreation structures. The resulting framework provides guidance to actors aiming to either maintain or disrupt a market.

Place, publisher, year, edition, pages
Karlstad: Karlstad University Press, 2018. p. 161
Series
Karlstad University Studies, ISSN 1403-8099 ; 2018:6
Keyword
Market, innovation, market evolution, service ecosystems, institutions, institutional change, value cocreation, service-dominant logic, conceptual research, transdisciplinary research
National Category
Social Sciences Business Administration
Research subject
Business Administration
Identifiers
urn:nbn:se:kau:diva-65999 (URN)978-91-7063-835-0 (ISBN)978-91-7063-930-2 (ISBN)
Public defence
2018-01-16, Erlandersalen, 11D 227, Karlstad, 13:15 (English)
Opponent
Supervisors
Available from: 2018-03-01 Created: 2018-01-29 Last updated: 2018-03-01Bibliographically approved

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Koskela-Huotari, Kaisa

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