Date and Time

Thursday, November 14th, 2024
3:10 p.m.-4:40 p.m.

Presenter

Dr. Meindert Flikkema (Full Professor, School of Business and Economics, Management and Organisation, Vrije Universiteit Amsterdam)

Title

Reconsidering the (co)creation of value: a critical review of product, service and customer dominant logics

Abstract

In the research seminar at Kobe University on November 14th 2024, I will argue that value should be understood as a dynamic attribution of service for both customers and suppliers, rather than as a (co)created, intangible product—a perspective widely accepted in both academic and practical contexts. This argument lays the groundwork for the development of a Value Dominant Logic (VDL), which departs from the established frameworks of Product Dominant Logic (PDL) and Service Dominant Logic (SDL). VDL conceptualizes every economic actor primarily as a customer, each of whom seeks to establish, sustain, enhance, or replace systems for which they feel responsibility. Accordingly, value is always “value-for-a-system,” inherently relational and manifesting through interconnections within the system. This understanding challenges SDL’s central claim that the value of a product or service is necessarily experienced in-use. In the seminar, I will introduce and critically examine five fundamental axioms of VDL, contrasting them with those of SDL. This comparison reveals that SDL aligns more closely with PDL than previously recognized, which in turn helps explain the rise of alternative logics such as Service Logic (SL) and Customer Dominant Logic (CDL) within service and marketing scholarship. However, these newer logics still maintain the assumption that value is accumulated through (co)creation or formation processes. VDL rejects this premise while remaining rooted in the service-oriented thinking of SDL, without allowing it to dominate the VDL framework.

Venue

Mid Conference Room (GSBA), Rokko-dai 1st Campus, Building Ⅲ 1F

Language

English

Organized by

Intended Participants

Professors, Graduate students including KIMAP students and Alumni of Kobe University.

How to register for this seminar

Please apply from the URL below by Wednesday, November 13th .
https://docs.google.com/forms/d/1fTdQcTcA4QP7FnpnVB4FYBkMr77dIMQ2LWxawHIFOFY/edit