"making sense of value creation and co-creation"

Mais um excelente artigo de Gronroos. "Critical service logic: making sense of value creation and co-creation" de Christian Grönroos e Päivi Voima, publicado por J. of the Acad. Mark. Sci.
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Eis alguns sublinhados:

"“the use of interaction as a basis for co-creation is at the crux of our emerging reality.” [Moi ici: Algo que permite isto "Move Over ‘Made In China’, ‘Made By Consumer’ Is The New Sheriff In Town" e que o requer] In this view, co-creation functions by activating operant resources

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value creation might be described more accurately as value emergence or formation
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Value is perhaps the most ill-defined and elusive concept in service marketing and management
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value creation entails a process that increases the customer’s well-being, such that the user becomes better off in some respect. Yet a service provider’s actions also may make a customer worse off
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When value is perceived as value-in-use for the customer, the focus is no longer predominantly on a customized bundle of products or services exchanged for a price. Instead, value creation becomes an ongoing process that emphasizes the customer’s experiences, logic, and ability to extract value out of products and other resources used (create value-in-use).
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value creation is the customer’s creation of value-in-use during usage, where value is socially constructed through experiences
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Users’ accumulated experiences (individual and social) with resources, processes (and/or their outcomes), and contexts thus are the core of value creation, and value-in-use not only accumulates from past and current experience but also can be envisioned in future experiences.
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Value emerges through the physical or mental use of these resources, and sometimes even from possession of them, so the process of usage is the defining concept.
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Value creation may take place on different levels of consciousness, where becoming “better off” (or “worse off”) may occur in different ways (imagined before, perceived during, or evaluated after) in the experiential use process. Sometimes value is literally created (e.g., driving from one place to another); sometimes it just emerges for the customer (e.g., a feeling of freedom when driving around).
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Value-in-use implies that the customer, as the user, creates value and is the value creator, not just that he or she assesses or determines value. The customer creates and assesses value in a longitudinal and experiential process of usage. Therefore, in the same way that the firm controls the production process and can invite the customer to join it as a co-producer of resources, the customer controls the experiential value creation process and may invite the service provider to join this process as a co-creator of value. For our analytical purposes, we use cocreation to denote the joint process whereby firms and customers together (or customers with other actors), in interactions, create value."

Continua.