<p>With marketing concept being maturely developed, many firms are encouraged being customer-oriented. However, as firms pursue advanced technology development which is in order to meet customers’ various needs and being competitive, the furious competition of products innovation and development is raising which leads to time and people consuming blindly for firms, and the space of being competitive is condensed. In such case, a new logic is advocated which is to ask firms to lay down the separated line with consumers, and start to consider about interaction with consumers and other value network entities, it is time to get rid of single side supply and to advocate two side collaborate. This paper argue the customer orientation should be reconsidered with transmitting into service-dominant logic, through demonstrating from several primary theory foundation, it argued that interaction and collaboration of manufacturing companies and consumers is a new features for firms to find another outlet to being competitive. Even though this mindset is not prevail, it has already started in IT sector, and gradually it will expand to others, because information technology is seen as a good facilities for interaction between companies and consumers, it will be reflected in further practical study.</p>

The customer’s role as a co-creator of value is an essential element in the service-dominant (S-D) logic, highlighting the importance for firms to develop relationships with customers through dialogue. By providing feedback customers become co-developers, and help create a competitive advantage. Moreover, the Internet offers an abundance of digital channels for dialogue. Payne et al (2008) have developed a framework for value co-creation, which in this paper is adapted to communication in digital channels, focusing on a company perspective. The purpose of this study is to investigate how companies in the Swedish telecommunication industry use digital channels, including social media, for value co-creation with customers. To enable this a case study is conducted with three network operators. The data collection consists of several interviews. Findings indicate that the companies are indeed customer-centric in their offerings, and that communication and feedback in digital channels are of strategic importance. Furthermore, changes in technology, industry logics and customer preferences offer opportunities as well as challenges. Another challenge lies in finding suitable metrics and in knowledge management. The concept of lead users is presented as a potential resource. It is concluded that communication in digital channels enhances the features of the S-D logic.

Service science is an emerging multidisciplinary field concerned with the study of service systems and value co-creation. In recent years, the field has expanded considerably, growing to encompass a community of researchers and practitioners from a range of backgrounds and knowledge domains. However, very little research has focused on the study of service systems within the context of social-purpose organizations (SPOs), such as a nonprofit charitable organization or academic institution. We contend that SPOs represent a class of service systems that are understudied in service science, and the goal of this thesis was to contribute to the ongoing development of the disciplines theoretical foundations through an empirical study of a special type of SPO, the social enterprise. Through case-study research we surveyed five social enterprise organizations across Canada. Our findings point to a number of areas that suggest a conceptual bias towards service systems that are economically motivated and profit driven.

Service science is an emerging multidisciplinary field concerned with the study of service systems and value co-creation. In recent years, the field has expanded considerably, growing to encompass a community of researchers and practitioners from a range of backgrounds and knowledge domains. However, very little research has focused on the study of service systems within the context of social-purpose organizations (SPOs), such as a nonprofit charitable organization or academic institution. We contend that SPOs represent a class of service systems that are understudied in service science, and the goal of this thesis was to contribute to the ongoing development of the disciplines theoretical foundations through an empirical study of a special type of SPO, the social enterprise. Through case-study research we surveyed five social enterprise organizations across Canada. Our findings point to a number of areas that suggest a conceptual bias towards service systems that are economically motivated and profit driven.

För att på ett effektivt sätt uppnå konkurrensfördelar på dagens marknad krävs det att företag finner nya strategier för att bli konkurrenskraftiga, en strategi är att verka på en eftermarknad. Företagskunder utgör en mindre marknad och beroendet mellan parterna är större (jämfört med privatkunder) påvisar detta att relationen är en viktig del i en B2B-miljö. Service-Dominant logic (S-D logic) beskriver hur ett paradigmskifte sker där kunden betraktas som värdefullt humankapital och företag vinner konkurrensfördelar genom långsiktiga relationer, värdeskapande tillsammans med kund och utbyte av kunskap genom interaktivt processarbete. Syftet med denna studie är att undersöka på vilka sätt företaget Komatsu Forest kan vinna konkurrensfördelar genom att implementera S-D logic. De strategier vi testar är front-line employee (FLE) – personal med kundkontakt, butikslandskapet, varumärket och den interna kommunikationen. Studien baseras på kvantitativa studier med en kompletterande kvalitativ studie. För att undersöka vilka strategier som kan användas inom denna bransch har vi studerat samband mellan de olika strategierna samt hur de kan användas som verktyg för att vinna konkurrensfördelar genom S-D logic.             Studien visar att de strategier vi undersökt är sammankopplade med varandra där resultatet kan delas upp i fundamentala, lönsamma och stöttande åtgärder. De fundamentala strategierna för att implementera S-D logic innebär att Komatsu Forest bör arbeta tvärfunktionellt inom organisationen och involvera kunden i värdeskapandet samt att personal lär och delar med sig av information med varandra. Vidare är det av vikt att ta tillvara på medarbetarnas spetskompetenser och därmed fokusera på specialisering av kunskap. För att vinna konkurrensfördelar på marknaden är det av yttersta vikt att värdera humankapitalet, både kunder och medarbetare.   De lönsamma strategiska åtgärderna innefattar att fokusera på mervärde för kund istället för merförsäljning där fokus är att möta kundens behov. Varumärket är en primär del i den lönsamma strategin då kundens varumärkestillhörighet förenklar kundens köpprocess vilket i sin tur leder till att kunden känner en stolthet att använda Komatsu Forest’s produkter och resulterar i återkommande köp. FLE är en primär del i den säljande åtgärden då dessa innehar kundkontakt samt att de av kunderna anses vara tydliga varumärkesbärare. Genom att FLE tillges rätt verktyg och stöd kan de involvera kunden, dokumentera och följa upp individuella kundbehov. Slutligen visar studien att butiksmiljön är en stöttande åtgärd då den inte direkt är av betydelse för kunden men påverkar personalen som vistas i miljön.

This study focuses on the transfer between a product-oriented to a service-oriented perspective regarding marketing activities in companies due to the development of information technology. It illustrates how this very transfer has been, and can be, contemplated through the eyes of organizations working with marketing in a digital world on a daily basis. Technology has turned several industries - their price-setting, communication channels and supplying possiblities - upside-down. This turnpoint brings out a new way of observing and working with marketing. Therefore, we find it interesting to gain a better understanding of how actors within industries where the turnpoint is a fact observes marketing, and how this service perspective can be seen in their various organizations and daily. To manage to do this we have used a qualitative approach in the study, which is based on six different interviews with relevant actors within technology-focused industries, which we mentioned earlier. The interviews are the base of the analysis and are fully presented in the appendix. The analysis consists of a comparison between the empirism and the theories, which we’ve engaged in the paper.

With marketing concept being maturely developed, many firms are encouraged being customer-oriented. However, as firms pursue advanced technology development which is in order to meet customers’ various needs and being competitive, the furious competition of products innovation and development is raising which leads to time and people consuming blindly for firms, and the space of being competitive is condensed. In such case, a new logic is advocated which is to ask firms to lay down the separated line with consumers, and start to consider about interaction with consumers and other value network entities, it is time to get rid of single side supply and to advocate two side collaborate. This paper argue the customer orientation should be reconsidered with transmitting into service-dominant logic, through demonstrating from several primary theory foundation, it argued that interaction and collaboration of manufacturing companies and consumers is a new features for firms to find another outlet to being competitive. Even though this mindset is not prevail, it has already started in IT sector, and gradually it will expand to others, because information technology is seen as a good facilities for interaction between companies and consumers, it will be reflected in further practical study.

<p>This study focuses on the transfer between a product-oriented to a service-oriented perspective regarding marketing activities in companies due to the development of information technology. It illustrates how this very transfer has been, and can be, contemplated through the eyes of organizations working with marketing in a digital world on a daily basis. Technology has turned several industries - their price-setting, communication channels and supplying possiblities - upside-down. This turnpoint brings out a new way of observing and working with marketing. Therefore, we find it interesting to gain a better understanding of how actors within industries where the turnpoint is a fact observes marketing, and how this service perspective can be seen in their various organizations and daily. To manage to do this we have used a qualitative approach in the study, which is based on six different interviews with relevant actors within technology-focused industries, which we mentioned earlier. The interviews are the base of the analysis and are fully presented in the appendix. The analysis consists of a comparison between the empirism and the theories, which we’ve engaged in the paper.</p>

This research paper explores the value co-creating activities from a micro-level healthcare perspective by investigating value co-creation in dental clinics. Previous research on the subject of co-creation of value has directed its focus to higher-level healthcare with advanced illnesses, chronic diseases and complicated processes with many interactions. This research paper expands the theoretical research and provides valuable practical insight for dental clinics by adding a perspective where there is a low level of interaction. Through interviews with dentists and a focus group discussion with patients it is concluded that the co-creating activities of: cooperating, colearning, collating information, integrating networks, providing options, and designing environments, are present on the micro-level healthcare. Furthermore, contrary to existing literature, it is concluded that the co-creation is commonly instigated by the dentist rather than the patient, and that the value co-creation can also be active on a psychological level, and not solely through physical interactions and activities.

Submitted by Maike Costa (maiksebas@gmail.com) on 2017-08-31T11:35:53Z No. of bitstreams: 1 arquivototal.pdf: 2136822 bytes, checksum: a122274b64c2bca9063e2642d3fe5797 (MD5) / Approved for entry into archive by Viviane Lima da Cunha (viviane@biblioteca.ufpb.br) on 2017-08-31T11:57:56Z (GMT) No. of bitstreams: 1 arquivototal.pdf: 2136822 bytes, checksum: a122274b64c2bca9063e2642d3fe5797 (MD5) / Approved for entry into archive by Viviane Lima da Cunha (viviane@biblioteca.ufpb.br) on 2017-08-31T11:58:12Z (GMT) No. of bitstreams: 1 arquivototal.pdf: 2136822 bytes, checksum: a122274b64c2bca9063e2642d3fe5797 (MD5) / Made available in DSpace on 2017-08-31T11:59:47Z (GMT). No. of bitstreams: 1 arquivototal.pdf: 2136822 bytes, checksum: a122274b64c2bca9063e2642d3fe5797 (MD5) Previous issue date: 2017-02-24 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / The objective of this research was to analyze how the exchanges in the relationship applications collaborate to the objectification of the consumers in order to understand how the value can be co-created among the actors involved in this service. The netnographic research was developed in Tinder which is currently one of the most popular relationship applications in Brazil and worldwide. The data were collected through 19 interviews with Tinder consumers, carried out from May 2015 to November 2016, as well as the diary record with the main experiences that I lived in the application from October 2014 to December 2016. The Research results show that value co-creation has greater participation of users than the institution and the value of the application is attributed phenomenologically by the experiences in the exchanges. Relationship applications, in general, allow relationships between users analogous to consumer relationships and in Tinder, there is a sense that the next option may be more interesting favoring the accumulation of matches and the discarding of those that do not meet expectations, such as product that is returned by default. Research responds to social perspectives, specifically on the dynamics of relationships through connections; and managerial skills as you discuss possibilities for improvement in the application. It is concluded that in order to guarantee the value creation in the light of the Service- Dominant Logic, institutional control over the exchanges is necessary to avoid deviations in the use of Tinder. On the other hand, it must be considered that the dynamics that favor objectification is that which maintains the popularity of the application and any limitation of use, could cause Tinder to lose strategic benefits. In this case, it must be considered that the autonomy of cyberspace, in itself, requires institutional flexibility in regulations or even absence of them. So while some users have a negative perception of Tinder, others see opportunities to escape from the social routine with a lot of switching possibilities, and it is these uncontrolled exchanges that keep users active in the application and ensure their survival. / O objetivo desta pesquisa foi analisar como as trocas nos aplicativos de relacionamento colaboram à objetificação dos consumidores de forma a entender como o valor pode ser cocriado entre os atores envolvidos neste serviço. A investigação netnográfica, foi desenvolvida no Tinder que atualmente é um dos aplicativos de relacionamento mais populares no Brasil e no mundo. Os dados foram coletados por meio de 19 entrevistas com consumidores do Tinder, realizadas de maio de 2015 a novembro de 2016 além do registro em forma de diário com as principais experiências que vivi no aplicativo no período de outubro de 2014 a dezembro de 2016. Os resultados da pesquisa mostram que a cocriação de valor tem maior participação dos usuários que da instituição e o valor do aplicativo é atribuído fenomenologicamente pelas experiências nas trocas. Os aplicativos de relacionamento, de modo geral, permitem relações entre usuários análogas a relações de consumo e no Tinder, há a sensação de que a próxima opção pode ser mais interessante favorecendo o acúmulo de matches e o descarte daqueles que não atenderem às expectativas, como produto que se devolve por defeito. A pesquisa atende às perspectivas sociais, especificamente sobre a dinâmica dos relacionamentos por conexões; e gerenciais à medida que discute possibilidades de melhoria no aplicativo. Conclui-se que para garantir a cocriação de valor à luz da Lógica Dominante do Serviço, é necessário o controle institucional sobre as trocas que evitem desvios na utilização do Tinder. Por outro lado há que se considerar que a dinâmica que favorece a objetificação é a que mantém a popularidade do aplicativo e qualquer limitação de uso ao usuário, poderia fazer com que o Tinder perdesse benefícios estratégicos. Nesse caso, deve-se considerar que a autonomia do ciberespaço, em si, requer flexibilidade institucional em regulações ou mesmo ausência destas. Assim, enquanto alguns usuários têm uma percepção negativa do Tinder, outros veem oportunidades de fuga da rotina social com diversas possibilidades de troca, e são essas trocas, não controladas, que mantém os usuários ativos no aplicativo e garantem a sobrevivência dele.