This conceptual paper continues the dialogue advancing the understanding of co-creation of value aligned to the actor-to-actor worldview (Vargo & Lusch, 2011), and builds on the work of Grönroos (2011) and Ramaswamy (2011). We introduce an effort-centric lens that interprets value as embedded in experience that is derived from individual efforts expended in co-creation processes. We conceptualise
experience sharing' as a value creation effort for the direct benefit of others,value-in-experience' as an effort-based meaning of value creation, and
value initiators' as actors who performexperience sharing'. In turn, we put forward an integrated framework to expand our understanding of `co-creative' interpretation of service provision.
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|Item Type:||Journal Article|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||Copyright 2012 Routledge|
|Copyright Statement:||This is a preprint of an article submitted for consideration in the Journal of Marketing Management © 2012 [copyright Taylor & Francis]; Journal of Marketing Management is available online at: www.tandfonline.com|
|Deposited On:||28 Feb 2013 23:07|
|Last Modified:||09 Jun 2014 20:31|
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