The evolution of networks and interaction in the co-creation of value: a case study of the development of a city museum

Anne Marie Doherty, Gbolahan Faleye

Research output: Contribution to conferencePaper

Abstract

Vargo and Lusch (2004) proposed that marketing is moving to a new dominant logic where
service is exchanged for service. Central to their proposal were eight foundational premises
(Vargo and Lusch, 2004), subsequently extended to ten (Vargo and Lusch, 2008a). Key
amongst them are: service is deemed to be the fundamental basis of exchange (FP1); operant
resources are the fundamental source of competitive advantage (FP4); the customer is always
a co-creator of value (FP6); the enterprise can only offer value propositions, it cannot deliver
value (FP7); value creation occurs in networks through actors who are resource integrators
(FP9); and value itself is ‘idiosyncratic, experiential, contextual and meaning-laden’ (FP10)
(Vargo and Lusch, 2008a, p.375).
Much discussion on S-D logic has focused on developing this theoretical context (see for
example: Lusch and Vargo, 2006, 2009; Vargo and Lusch, 2008b, 2008c; Gummesson,
Lusch, Vargo, 2010; Brodie et al., 2011). Alongside this, the debate has developed through
studies which explore how the tenets of S-D logic operate in practical contexts such as
financial services (Auh et al., 2007), art experiences (White, Hede and Rentschler, 2009),
opera (Lund, 2010), the travel industry (Fyrberg and Juriado, 2009), electronic services
(Blazevic and Lievens, 2008) and the Harry Potter phenomenon (Brown and Patterson, 2009)
amongst others. Central to much of this work is the effort to understand how value is cocreated
within varying contexts. Of particular interest to the current research is the work of
Fryberg and Juriado (2009) who highlight the importance of networks in the co-creation of
value, paying particular attention to the importance of interaction between network actors.
Further, defining value and value propositions has received increasing attention (Gronroos,
2008; Kowalkowski, 2011).
Through a case study of the Cardiff Story, a new museum for the people of Cardiff, this paper
builds on previous work on S-D logic by exploring how networks and interaction evolve over
time and the role they play in the evolving nature of value co-creation. The unique site of the
work, the development from inception of a city museum, allows us to explore S-D logic in
the public sector while taking into consideration the specific nature of arts and heritage in that
context.
The paper begins by reviewing pertinent S-D logic constructs to provide context for the
current work. The methods section details the research position adopted before providing a
justification for the single case study nature of this work. Context for the Cardiff Story is
provided before the data collection methods are outlined. Findings are subsequently discussed
before a conclusion is offered and areas for future research outlined.

Conference

ConferenceAcademy of Marketing Conference: Marketing: catching the technology wave
CountryUnited Kingdom
CitySouthampton
Period2/07/125/07/12

Fingerprint

Interaction
Co-creation of value
S-D logic
Art
Value proposition
Value creation
Reviewing
Competitive advantage
Resources
Logic
Public sector
Data collection
Heritage
Actor-network
Co-creation
Electronic services
Integrator
Marketing
Overtime
Travel industry

Keywords

  • museum
  • co-creation
  • networks
  • ineraction

Cite this

Doherty, A. M., & Faleye, G. (2012). The evolution of networks and interaction in the co-creation of value: a case study of the development of a city museum. Paper presented at Academy of Marketing Conference: Marketing: catching the technology wave, Southampton, United Kingdom.
Doherty, Anne Marie ; Faleye, Gbolahan. / The evolution of networks and interaction in the co-creation of value : a case study of the development of a city museum. Paper presented at Academy of Marketing Conference: Marketing: catching the technology wave, Southampton, United Kingdom.13 p.
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abstract = "Vargo and Lusch (2004) proposed that marketing is moving to a new dominant logic whereservice is exchanged for service. Central to their proposal were eight foundational premises(Vargo and Lusch, 2004), subsequently extended to ten (Vargo and Lusch, 2008a). Keyamongst them are: service is deemed to be the fundamental basis of exchange (FP1); operantresources are the fundamental source of competitive advantage (FP4); the customer is alwaysa co-creator of value (FP6); the enterprise can only offer value propositions, it cannot delivervalue (FP7); value creation occurs in networks through actors who are resource integrators(FP9); and value itself is ‘idiosyncratic, experiential, contextual and meaning-laden’ (FP10)(Vargo and Lusch, 2008a, p.375).Much discussion on S-D logic has focused on developing this theoretical context (see forexample: Lusch and Vargo, 2006, 2009; Vargo and Lusch, 2008b, 2008c; Gummesson,Lusch, Vargo, 2010; Brodie et al., 2011). Alongside this, the debate has developed throughstudies which explore how the tenets of S-D logic operate in practical contexts such asfinancial services (Auh et al., 2007), art experiences (White, Hede and Rentschler, 2009),opera (Lund, 2010), the travel industry (Fyrberg and Juriado, 2009), electronic services(Blazevic and Lievens, 2008) and the Harry Potter phenomenon (Brown and Patterson, 2009)amongst others. Central to much of this work is the effort to understand how value is cocreatedwithin varying contexts. Of particular interest to the current research is the work ofFryberg and Juriado (2009) who highlight the importance of networks in the co-creation ofvalue, paying particular attention to the importance of interaction between network actors.Further, defining value and value propositions has received increasing attention (Gronroos,2008; Kowalkowski, 2011).Through a case study of the Cardiff Story, a new museum for the people of Cardiff, this paperbuilds on previous work on S-D logic by exploring how networks and interaction evolve overtime and the role they play in the evolving nature of value co-creation. The unique site of thework, the development from inception of a city museum, allows us to explore S-D logic inthe public sector while taking into consideration the specific nature of arts and heritage in thatcontext.The paper begins by reviewing pertinent S-D logic constructs to provide context for thecurrent work. The methods section details the research position adopted before providing ajustification for the single case study nature of this work. Context for the Cardiff Story isprovided before the data collection methods are outlined. Findings are subsequently discussedbefore a conclusion is offered and areas for future research outlined.",
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Doherty, AM & Faleye, G 2012, 'The evolution of networks and interaction in the co-creation of value: a case study of the development of a city museum' Paper presented at Academy of Marketing Conference: Marketing: catching the technology wave, Southampton, United Kingdom, 2/07/12 - 5/07/12, .

The evolution of networks and interaction in the co-creation of value : a case study of the development of a city museum. / Doherty, Anne Marie; Faleye, Gbolahan.

2012. Paper presented at Academy of Marketing Conference: Marketing: catching the technology wave, Southampton, United Kingdom.

Research output: Contribution to conferencePaper

TY - CONF

T1 - The evolution of networks and interaction in the co-creation of value

T2 - a case study of the development of a city museum

AU - Doherty, Anne Marie

AU - Faleye, Gbolahan

PY - 2012/7

Y1 - 2012/7

N2 - Vargo and Lusch (2004) proposed that marketing is moving to a new dominant logic whereservice is exchanged for service. Central to their proposal were eight foundational premises(Vargo and Lusch, 2004), subsequently extended to ten (Vargo and Lusch, 2008a). Keyamongst them are: service is deemed to be the fundamental basis of exchange (FP1); operantresources are the fundamental source of competitive advantage (FP4); the customer is alwaysa co-creator of value (FP6); the enterprise can only offer value propositions, it cannot delivervalue (FP7); value creation occurs in networks through actors who are resource integrators(FP9); and value itself is ‘idiosyncratic, experiential, contextual and meaning-laden’ (FP10)(Vargo and Lusch, 2008a, p.375).Much discussion on S-D logic has focused on developing this theoretical context (see forexample: Lusch and Vargo, 2006, 2009; Vargo and Lusch, 2008b, 2008c; Gummesson,Lusch, Vargo, 2010; Brodie et al., 2011). Alongside this, the debate has developed throughstudies which explore how the tenets of S-D logic operate in practical contexts such asfinancial services (Auh et al., 2007), art experiences (White, Hede and Rentschler, 2009),opera (Lund, 2010), the travel industry (Fyrberg and Juriado, 2009), electronic services(Blazevic and Lievens, 2008) and the Harry Potter phenomenon (Brown and Patterson, 2009)amongst others. Central to much of this work is the effort to understand how value is cocreatedwithin varying contexts. Of particular interest to the current research is the work ofFryberg and Juriado (2009) who highlight the importance of networks in the co-creation ofvalue, paying particular attention to the importance of interaction between network actors.Further, defining value and value propositions has received increasing attention (Gronroos,2008; Kowalkowski, 2011).Through a case study of the Cardiff Story, a new museum for the people of Cardiff, this paperbuilds on previous work on S-D logic by exploring how networks and interaction evolve overtime and the role they play in the evolving nature of value co-creation. The unique site of thework, the development from inception of a city museum, allows us to explore S-D logic inthe public sector while taking into consideration the specific nature of arts and heritage in thatcontext.The paper begins by reviewing pertinent S-D logic constructs to provide context for thecurrent work. The methods section details the research position adopted before providing ajustification for the single case study nature of this work. Context for the Cardiff Story isprovided before the data collection methods are outlined. Findings are subsequently discussedbefore a conclusion is offered and areas for future research outlined.

AB - Vargo and Lusch (2004) proposed that marketing is moving to a new dominant logic whereservice is exchanged for service. Central to their proposal were eight foundational premises(Vargo and Lusch, 2004), subsequently extended to ten (Vargo and Lusch, 2008a). Keyamongst them are: service is deemed to be the fundamental basis of exchange (FP1); operantresources are the fundamental source of competitive advantage (FP4); the customer is alwaysa co-creator of value (FP6); the enterprise can only offer value propositions, it cannot delivervalue (FP7); value creation occurs in networks through actors who are resource integrators(FP9); and value itself is ‘idiosyncratic, experiential, contextual and meaning-laden’ (FP10)(Vargo and Lusch, 2008a, p.375).Much discussion on S-D logic has focused on developing this theoretical context (see forexample: Lusch and Vargo, 2006, 2009; Vargo and Lusch, 2008b, 2008c; Gummesson,Lusch, Vargo, 2010; Brodie et al., 2011). Alongside this, the debate has developed throughstudies which explore how the tenets of S-D logic operate in practical contexts such asfinancial services (Auh et al., 2007), art experiences (White, Hede and Rentschler, 2009),opera (Lund, 2010), the travel industry (Fyrberg and Juriado, 2009), electronic services(Blazevic and Lievens, 2008) and the Harry Potter phenomenon (Brown and Patterson, 2009)amongst others. Central to much of this work is the effort to understand how value is cocreatedwithin varying contexts. Of particular interest to the current research is the work ofFryberg and Juriado (2009) who highlight the importance of networks in the co-creation ofvalue, paying particular attention to the importance of interaction between network actors.Further, defining value and value propositions has received increasing attention (Gronroos,2008; Kowalkowski, 2011).Through a case study of the Cardiff Story, a new museum for the people of Cardiff, this paperbuilds on previous work on S-D logic by exploring how networks and interaction evolve overtime and the role they play in the evolving nature of value co-creation. The unique site of thework, the development from inception of a city museum, allows us to explore S-D logic inthe public sector while taking into consideration the specific nature of arts and heritage in thatcontext.The paper begins by reviewing pertinent S-D logic constructs to provide context for thecurrent work. The methods section details the research position adopted before providing ajustification for the single case study nature of this work. Context for the Cardiff Story isprovided before the data collection methods are outlined. Findings are subsequently discussedbefore a conclusion is offered and areas for future research outlined.

KW - museum

KW - co-creation

KW - networks

KW - ineraction

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M3 - Paper

ER -

Doherty AM, Faleye G. The evolution of networks and interaction in the co-creation of value: a case study of the development of a city museum. 2012. Paper presented at Academy of Marketing Conference: Marketing: catching the technology wave, Southampton, United Kingdom.