Marketing Managers' Perceptions of Value Cocreation

Abstract

Cocreation of value is a key construct in service science and the service-dominant logic. Little is known about how practicing managers perceive their own value cocreating activities. The paper is one of the first to gather manager perceptions of value cocreation activities and categorize them in terms of marketing logics. The paper offers insights on how marketing managers perceive value cocreation based on an analysis of examples of its application in practice. It responds to pleas for studies on how organizations can manage the cocreation process. Fifty-one managers of public and private sector organizations in Albania, Kosovo, Serbia, Greece, Romania, Bulgaria, and Macedonia were asked to provide examples of how their organizations cocreate value with customers through marketing activities. The resulting 99 examples were classified according to perspectives contrasting the goods- and service-dominant logics. Many examples concerned marketing communications, market research, or new product development, which fit more closely with goods-dominant logic. The examples incorporating cocreation of value as espoused in the service-dominant logic involved reciprocity, high levels of trust, and knowledge sharing. Managers who are keen to adopt the notion of cocreation of value are advised to focus on the metacompetencies of education, knowledge sharing, and capacity building.

Service(s) Marketing Research: Developments and Directions

“…Managers/practitioners are keen to implement SDL and its components (Cassidy et al . ). With this in mind, Karpen et al .…”

“…Service(s) marketing/management has always been an applied sub-discipline. Managers/practitioners are keen to implement SDL and its components (Cassidy et al 2013). With this in mind, Karpen et al (2012) call for bridges to be built between SDL theory and servicedominant practice.…”

Service Science: Toward Systematic Service System Innovation

“…Barile et al [4] draw on the literature of communities of practice (Cox [15]), related to organization studies, to explore how service firms can foster educational activities, and Breidbach et al [7] link service-dominant logic with research on innovation in professional service firms, which is also related to organization studies. Salvador-Ferrer [50] analyzes educational service processes using SERVQUAL (Parasuraman et al [43]), a classic approach in service marketing; Hünecke and Gunkel [23] study brand loyalty in service contexts; and Cassidy et al [11] investigate marketing manager perceptions of their own value-creating activities.…”