– Noting that a fundamental tenet of service‐dominant (S‐D) logic is the co‐creation of value‐in‐use, this paper aims to explore the theoretical possibility that the interactions between service systems cannot only co‐create value, but also have adverse consequences leading to actual value co‐destruction., – This conceptual paper critically reviews the dominance of value co‐creation and value‐in‐use in S‐D logic. Noting the relative lack of research in the converse possibility, the study proposes and explores the implications of value co‐destruction as a new concept which should be introduced within the framework of S‐D logic., – The study proposes a formal definition for the new proposed concept of value co‐destruction. It describes in detail the process by which it occurs, showing that value can be co‐destroyed through the interactions between different systems, resulting in value destruction‐through‐misuse. Indeed, value co‐destruction occurs when a service system accidentally or intentionally misuses resources (its own resources and/or those of another service system) by acting in an inappropriate or unexpected manner., – This paper is purely conceptual and exploratory. Empirical examination of the theoretical findings regarding value‐co‐destruction is required. Possible avenues of interest for such empirical research of value co‐destruction are suggested., – Limiting the occurrence of misuse by aligning the mutual expectations of interacting service systems should reduce the risks of value co‐destruction. Recovering from misuse should also be considered., – This study is apparently the first to have introduced the notion of value co‐destruction into the conceptual framework of S‐D logic.

Not always co-creation: introducing interactional co-destruction of value in service-dominant logic

New Public Governance

Funkcionalna i institucionalna složenost javnog sektora implicira i vrlo složenim sustavom upravljanja. Nemogucnost primjene iskljucivo ekonomskih kriterija u određivanju ciljeva djelovanja kao i mjerenja rezultata, uz naglasenu politicku komponentu rezultira nezadovoljavajucim stanjem u ekonomiji javnog sektora. Neefikasan javni sektor, umjesto podrske razvoju, postao je njegov ogranicavajuci cimbenik kako na lokalnoj tako i na nacionalnoj razini. U poduzetnickom sektoru prisutan je zamah korporativnog upravljanja. Upravljanje u tom kontekstu strukturirano je procesima vezanim za poslovno odlucivanje, odgovornost prema korisnicima, kontroli i ponasanju menadžmenta. Razvoj i reforme javnog sektora streme prema istom cilju, a to je bolje upravljanje javnim resursima uz istodobno smanjenje javnih rashoda sto istodobno treba rezultirati boljem zadovoljenju javnih potreba. U Hrvatskoj su posljednjih godina, ponajvise pod zakonskom prisilom i zahtjevima za pristupanje EU, intenzivirani brojni reformski procesi te stvorene pretpostake suradnji javnog i privatnog sektora. Sve navedeno iziskuje intenziviranje znanstvenih i obrazovnih aktivnosti na usvajanju suvremenih tehnika i metoda javnog menadžmenta i „dobrog upravljanja“. U tom kontekstu Ekonomski fakultet Sveucilista u Rijeci razvio je poslijediplomski specijalisticki studij „Menadžment u javnom sektoru“ koji polaznike osposobljava za uspjesno obavljanje javno menadžerskih zadaca. U radu se sažeto predstavljaju nake nacelne postavke javnog menadžmenta u hrvatskim prilikama te istice specijalisticko obrazovanje kao jedno od pretpostavki efikasnijeg upravljanja.

Public sector management

The purpose of this paper is to review the extant literature on value co-creation using bibliometric analysis in an attempt to gauge the evolving journey of this concept since its inception in the business and management domain.,Based on a bibliometric analysis of 458 research articles retrieved from the Thompson Reuters’ Web of Science Core Collection™ for the period of 2004–July 2018, this study carries out the following bibliometric techniques: citation analysis, co-citation analysis and co-occurrence of author keywords.,The study reveals the nature and direction of research that the field of value co-creation has taken over the past decade. Three significant areas emerge out as prominent themes in the literature of value co-creation: value co-creation in the context of customer service, value co-creation in the context of enhancing brand value and value co-creation for marketing of services through the adoption of service logic. Apart from these, the study also reveals the most influential authors, journals, institutions and countries pertaining to the research on value co-creation, along with the possible future directions of research in this area.,This study has limitations in terms of usage of a single database and its inability to contextualize the citation structure of articles revealed from the review.,This study would enable practitioners gain a comprehensive understanding of the concept of value co-creation that they can eventually adopt as a strategy for enhancing their business growth, customer satisfaction and customer loyalty.,This study identifies the intellectual structure of the value co-creation literature and maps out the gradual advancement of the field over the years.

Emerging trends in the literature of value co-creation: a bibliometric analysis

Co-production and active participation of the consumers are considered to have enhanced the value co-creation activities that would ensure business benefits of a firm. The marketing literature available does not explicitly explain the philosophy that would motivate the consumers to help to increase values for co-creation activities. In this context, attempts have been made to identify the factors that would impact on co-production and consumers’ participation to co-create values. By studying literature and theories such as theory of co-creation, theory of value creation, information processing theory, marketing theory and expectancy value theory, a conceptual model called F-P-C-B (Future Participation (F) - Co-production (P) - Co-creation (C) - Business Benefit (B)) has been developed along with nine hypotheses. The data was from 362 respondents in India and the model was tested using PLS based analysis. The study shows that it is important for the firms to shift from product-oriented activities to customer-related strategies. It is also found that for obtaining more profitability and better business results, customers should be involved in business activities by way of involving in co-design, idea generation, and other relevant activities of the firms. Moreover, the study highlights that knowledge sharing between the customers and the firm authorities ensures better business values.

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Assessing Consumers’ Co‐production and Future Participation On Value Co‐creation and Business Benefit: an F-P-C-B Model Perspective

Inspired and engaged: Decoding MASSTIGE value in engagement

Bandwagon vs snob luxuries : targeting consumers based on uniqueness dominance

Purpose This study aims to investigate the role of middle-class consumers’ need for uniqueness (CNFU), consumer susceptibility to interpersonal influence (CSII), inspiration and behavioral intentions toward masstige products. Specifically, this study examines the differential effects of CNFU dimensions, the underlying mechanism of consumer inspiration and the moderating role of CSII in the purchase intentions toward masstige products. Design/methodology/approach Two studies were carried out to test the proposed relationships. Study 1 examines the differential effect of CNFU dimensions and the mediating role of consumer inspiration for data collected from Tier 1 cities in India. Study 2 replicated Study 1 findings for the jewelry masstige products and tested the moderating role of CSII for data collected from Tier 2 cities. Structural equation modeling was used to test the proposed hypotheses. Findings The study findings confirm the differential effects of CNFU dimensions on inspiration and its mediating role in masstige products’ purchase intentions. Furthermore, the study found that CSII moderates the effect of CNFU dimensions on inspiration toward masstige (jewelry) purchase intentions. Status does not determine masstige purchase intention. Research limitations/implications The present study was carried out in the emerging market of India. Future studies should replicate the study findings in other emerging markets. Practical implications The study findings have important implications for marketers of masstige brands in developing effective marketing strategies in the emerging markets. Originality/value The study is among the few studies to investigate the differential role of CNFU dimensions and inspiration for masstige brands in an emerging market context.

“Standing out” and “fitting in”: understanding inspiration value of masstige in an emerging market context

Purpose:
The purpose of this paper is to present a systematic review of the available literature on value co-creation (VCC) and provide insightful future directions for research in this domain.

Design/methodology/approach:
The extant literature on VCC has been reviewed by collecting relevant research papers based on certain specified delimiting criteria. A total of 110 research papers have been analysed to gain useful insights into VCC literature.

Findings:
The study analyses the literature on VCC and provides a clear distinction between VCC and its closely related constructs in the literature. The study also draws significant insights from the VCC literature based on some specific parameters. Some frequently used theoretical perspectives have been discussed in the study, thus pointing towards a few alternative theories that can be used for future research. Finally, specific trends emerging from the literature have been discussed that provide a comprehensive understanding of the research inclinations of this concept, along with future scopes of research in the VCC domain.

Research limitations/implications:
The papers were selected for this study based on some delimiting criteria. Thus, the findings cannot be generalised for the entire research on VCC.

Originality/value:
This paper fulfils the need for a systematic review of the extant literature on VCC. The study synthesises literature and bibliography on VCC from 2004 to 2019 to benefit both academics and practitioners and gives some directions to advance this domain of literature.

Victor Saha

Papers

Emerging trends in the literature of value co-creation: a bibliometric analysis

Inspired and engaged: Decoding MASSTIGE value in engagement

Bandwagon vs snob luxuries : targeting consumers based on uniqueness dominance

“Standing out” and “fitting in”: understanding inspiration value of masstige in an emerging market context

Value co-creation: a review of literature and future research agenda