The role of symbols in value cocreation

This article explores the role of symbols in value cocreation in order to develop a deeper understanding of how actors communicate, interact, and reconcile perspectives as they integrate and exchange resources to create value for themselves and for others. We draw on a service ecosystems approach to...

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Veröffentlicht in:	Marketing theory 2014-09, Vol.14 (3), p.311-326
Hauptverfasser:	Akaka, Melissa Archpru, Corsaro, Daniela, Kelleher, Carol, Maglio, Paul P., Seo, Yuri, Lusch, Robert F., Vargo, Stephen L.
Format:	Artikel
Sprache:	eng
Schlagworte:	Integrated marketing Studies Symbols Value added
Online-Zugang:	Volltext
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