1+1 does not always equal value creation: The case of YouTube
Early services literature and the original service-dominant logic (SDL) work of Vargo and Lush (Journal of Marketing 68(1):1–17, 2004a) have suggested a dyadic customer and company relationship in the value creation process. While extant literature increasingly acknowledges more complex relationship...
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| Veröffentlicht in: | Marketing letters 2013-09, Vol.24 (3), p.311-321 |
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| container_title | Marketing letters |
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| creator | Kuppelwieser, Volker G. Simpson, Merlin C. Chiummo, Gabriel |
| description | Early services literature and the original service-dominant logic (SDL) work of Vargo and Lush (Journal of Marketing 68(1):1–17, 2004a) have suggested a dyadic customer and company relationship in the value creation process. While extant literature increasingly acknowledges more complex relationships between provider and customer networks to create value, we show that widely used e-services such as YouTube are based on relationships in which such provider and customer roles can vary significantly. However, we also assert that in the case of e-services, value is created primarily between and among customers rather than by the provider, as had been the case in earlier goods-dominant logic literature. Reflecting the research context, this paper seeks to extend various SDL foundational premises to the experience of e-services, discussing their generalizability and concluding with recommendations for further research. |
| doi_str_mv | 10.1007/s11002-013-9246-1 |
| format | Article |
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| identifier | ISSN: 0923-0645 |
| ispartof | Marketing letters, 2013-09, Vol.24 (3), p.311-321 |
| issn | 0923-0645 1573-059X |
| language | eng |
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| source | Jstor Complete Legacy; Springer Journals; EBSCOhost Business Source Complete |
| subjects | Business and Management Business structures Community structure Consumer goods Consumers Customer relations Customer services Customers Hotels Marketing Network analysis Online communities Online entertainment Roles Service industry Social networks Studies Uploading Value Value added Value creation Value proposition Video sharing Websites |
| title | 1+1 does not always equal value creation: The case of YouTube |
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