Co-creating community solutions with customers: the case of First ScotRail

Creating customer solutions is said to embody the new service-dominant logic (Sharma, Iyer, & Evanschitzky, 2008; Tuli, Kohli, & Bharadwaj, 2007); the elaboration of solutions is likely to result from a value co-creation process involving actors from both the supply network and the customer network (Cova and Salle, 2008). This paper will explore how solution orientation can extend beyond B2B and B2C settings to include the co-creation of solutions for communities, consistent with a social marketing community partnership approach (Peattie & Peattie, 2009).