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Extending actor participation in value creation: An institutional view
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Service Research Center.
2015 (English)In: Journal of Strategic Marketing, ISSN 0965-254X, E-ISSN 1466-4488, Vol. 24, no 3-4, 210-226 p.Article in journal (Refereed) PublishedText
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, 2015. Vol. 24, no 3-4, 210-226 p.
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
URN: urn:nbn:se:kau:diva-42311DOI: 10.1080/0965254X.2015.1095225ScopusID: 2-s2.0-84951274855OAI: diva2:935417
Available from: 2016-06-10 Created: 2016-05-23 Last updated: 2016-06-10Bibliographically approved

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Koskela-Huotari, Kaisa
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