thomas.wieberneit@aheadcrm.co.nz
Value Co-Creation in a World of Goods Dominant Logic

Value Co-Creation in a World of Goods Dominant Logic

Back in March Wim Rampen posted a very readable article titled Value is Always Co-Created In Use. I must say that I agree with the main thought of value not being created by the companies that deliver a service or product  – but by the customer when using them. But then I regard a (business) world that decouples products/services from value as a kind of Utopia. Basic premises for this concept to work on a grand scale are that –       resources are readily available to everyone –        and/or everyone is created equal. Neither of them is fulfilled. We live a world of limited resources; everybody’s skills are different; negotiation powers differ as well. Additionally people and organizations do not always act rationally, or in the interest of a greater good. Instead they have their own interest in mind, which is often very short termed. I have a challenge to see the world embracing this thought of value being created in use, because it means changing the way business works – even the way humans work. The challenge is that, as long as an exchange of “something” is involved in a transaction of sorts, I as the customer) have to have a lot of trust into the other party (the vendor, service provider, …) that the good or service that I gets to create value is worth the expense that I incur beforehand – and often it is not. Now, our whole economic system is built around exchange. I would like to leave private interactions un-discussed here, as I believe that we have a different notion of “value” in private...