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• W2301180339 abstract "The traditional goods dominant logic lexicon assumes pre-specified and static roles of market participants. Fixed roles such as ‘supplier’ and ‘customer’ imply that value creation occurs between two parties (the dyad) and occurs in a specified direction (i.e., from a supplier to a customer). In contrast, service dominant logic suggests that markets are comprised of generic actors engaged in bilateral actor-to-actor exchanges. However, the generic actor concept is not well developed in existing literature. We contribute to the literature by providing a typology of generic actor roles and identifying multiple types of value that may be co-created in a network. To empirically ground the concepts and generate propositions, we follow the development and deployment of a self-service technology, the Green Fingerprint, in the Swedish commercial real estate industry. Within a service network we find that generic actors assume several roles simultaneously, and may perceive multiple forms of co-created value. Theoretically, this paper offers a basis for further study of the generic actor and types of value, as well as an understanding of how network value co-creation emerges and evolves. Managerially, it offers insights into the existing value and co-creation potential of all actors, even those who are currently passive or reject a value proposition." @default.
• W2301180339 created "2016-06-24" @default.
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• W2301180339 date "2016-07-01" @default.
• W2301180339 modified "2023-10-12" @default.
• W2301180339 title "Service network value co-creation: Defining the roles of the generic actor" @default.
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• W2301180339 doi "https://doi.org/10.1016/j.indmarman.2016.03.002" @default.
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