Parikalpana: KIIT Journal of Management

Open Access Open Access  Restricted Access Subscription Access

Understanding the Role of Service and Value Co-Creation in Sales Functions


Affiliations
1 KIIT School of Management, KIIT, Bhubaneswar, India
 

In today’s market a customer buys a product not just for transactional value but for a value in use. Companies tend to look at the customer as a co-creator of value by engaging with the customers through learning, dialogue, mailers, and social media thereby following a collaborative approach for customized products and services. Accordingly, companies have moved from a post sales reactive strategy, to a presales proactive engagement with the customer leading to reduced dissonance and increased collaborative value creation. This paper critically analyses the essence of collaborative value creation and discusses the critical role of customers, intermediaries, and communication in current business scenario.

Keywords

Cocreation of Value, Communication, Collaborative Value Creation.
User
Notifications
Font Size

  • Auh, Seigyoung, Simon J. Bell, Colin S. McLeod and Eric Shih 2007. ‘Co-Production and Customer Loyalty in Financial Services.’ Journal of Retailing 83: 359–74.

  • Bagozzi, Richard P. 1975. ‘Marketing as Exchange.’ Journal of Marketing 39: 32–40.

  • Berger, Christoph, Kathrin Moslein, Frank Piller and Ralf Reichwald 2005. ‘Co-Designing Modes of Cooperation at the Customer Interface: Learning from Exploratory Research.’

  • Chesbrough, Henry William, Wim Vanhaverbeke and Joel West 2006. Open Innovation: Researching a New Paradigm. Oxford, UK; New York, NY: Oxford University Press.

  • Firat, A. Fuat, Nikhilesh Dholakia and Allandi Venkatesh 1996. ‘Marketing in a Post Modern World.’ European Journal of Marketing 29: 40–57.

  • Firat, A. Fuat, Nikhilesh Dholakia and Allandi Venkatesh 1996. ‘Marketing in a Post Modern World.’ European Journal of Marketing 29: 40–57.

  • Hebdige, Dick 1979. Subculture, the Meaning of Style. London, UK: Methuen.

  • Holt, Douglas B. 1995. ‘How Consumers Consume: A Typology of Consumption Practices.’ Journal of Consumer Research 22: 1.

  • Horkheimer, Max and Theodor W. Adorno 1944/1997. Dialectic of Enlightenment.

  • Kirsner, Scott 2005. ‘Are You a Prosumer? Take This Handy Quiz.’ The Boston Globe, June 13, C1.

  • Kotler, Philip 1986. ‘Prosumers: A New Type of Consumer.’ Futurist 20: 24–9.

  • Lukacs, Gyorgy 1971. History and Class Consciousness; Studies in Marxist Dialectics. Cambridge

  • Lusch, Robert F., Stephen L. Vargo and Matthew O’Brien 2007. ‘Competing through Service:Insights from Service-Dominant Logic.’ Journal of Retailing 83: 5–19.

  • Marx, Karl 1867 [2001]. Capital: A Critique of Political Economy. Harmondsworth, Middlesex,England. New York, NY: Penguin Books in association with New Left Review.

  • McConnell, Ben and Jackie Huba 2006. Citizen Marketers: When People Are the Message. Chicago,

  • Middleton, James 2007. ‘A Perfect Storm.’ Mobile Communications International 144.

  • Morrison, Chris 2007. ‘Extreme Telecommuting.’ Business 2.0 Magazine, 6 August 2007.

  • Muniz, Albert M. and Hope Jensen Schau 2005. ‘Religiosity in the Abandoned Apple Newton

  • Muniz, Albert M. and Hope Jensen Schau 2007. ‘Vigilante Marketing and Consumer-Created

  • Muniz, Albert M. and Thomas C. O’Guinn 2001. ‘Brand Community.’

  • Nadeau, Raymond 2006. Living Brands: CollaborationJournal of Consumer Research

  • Intersecting Roles of Consumer and Producer © 2008 The Authors Sociology Compass 2 (2008): 10.1111/j.1751-9020.2008.00112.x

  • Journal Compilation © 2008 Blackwell Publishing Ltd

  • Porter, Michael 1985. Competitive Advantage. New York, NY: Free Press.

  • Prahalad, C. K. and Venkatram Ramaswamy 2000. ‘Co-Opting Customer Competence.’ Harvard Business Review 78: 79 –88.

  • Ramirez, Rafael 1999. ‘Value Co-Production: Intellectual Origins and Implications for Practiceand Research.’ Strategic


Abstract Views: 341

PDF Views: 0




  • Understanding the Role of Service and Value Co-Creation in Sales Functions

Abstract Views: 341  |  PDF Views: 0

Authors

Mohanty Kumar
KIIT School of Management, KIIT, Bhubaneswar, India

Abstract


In today’s market a customer buys a product not just for transactional value but for a value in use. Companies tend to look at the customer as a co-creator of value by engaging with the customers through learning, dialogue, mailers, and social media thereby following a collaborative approach for customized products and services. Accordingly, companies have moved from a post sales reactive strategy, to a presales proactive engagement with the customer leading to reduced dissonance and increased collaborative value creation. This paper critically analyses the essence of collaborative value creation and discusses the critical role of customers, intermediaries, and communication in current business scenario.

Keywords


Cocreation of Value, Communication, Collaborative Value Creation.

References





DOI: https://doi.org/10.23862/kiit-parikalpana%2F2017%2Fv13%2Fi2%2F164520