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

Matthew Alexander, John Yellowlees

Research output: Contribution to conferenceAbstract

Abstract

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).

Conference

ConferenceAcademy of Marketing Science
CountryUnited States
CityPortland, OR
Period26/05/1029/05/10

Fingerprint

Service-dominant logic
Elaboration
Value co-creation
Social marketing
Supply network
Co-creation
New services

Keywords

  • marketing
  • customer care

Cite this

Alexander, M., & Yellowlees, J. (2010). Co-creating community solutions with customers: the case of First ScotRail. Abstract from Academy of Marketing Science, Portland, OR, United States.
Alexander, Matthew ; Yellowlees, John. / Co-creating community solutions with customers : the case of First ScotRail. Abstract from Academy of Marketing Science, Portland, OR, United States.
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abstract = "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).",
keywords = "marketing, customer care",
author = "Matthew Alexander and John Yellowlees",
year = "2010",
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note = "Academy of Marketing Science ; Conference date: 26-05-2010 Through 29-05-2010",

}

Alexander, M & Yellowlees, J 2010, 'Co-creating community solutions with customers: the case of First ScotRail' Academy of Marketing Science, Portland, OR, United States, 26/05/10 - 29/05/10, .

Co-creating community solutions with customers : the case of First ScotRail. / Alexander, Matthew; Yellowlees, John.

2010. Abstract from Academy of Marketing Science, Portland, OR, United States.

Research output: Contribution to conferenceAbstract

TY - CONF

T1 - Co-creating community solutions with customers

T2 - the case of First ScotRail

AU - Alexander, Matthew

AU - Yellowlees, John

PY - 2010/5/26

Y1 - 2010/5/26

N2 - 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).

AB - 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).

KW - marketing

KW - customer care

M3 - Abstract

ER -

Alexander M, Yellowlees J. Co-creating community solutions with customers: the case of First ScotRail. 2010. Abstract from Academy of Marketing Science, Portland, OR, United States.