From B2B to A4A: An Integrated Framework for Viable Value Co-Creation

Author/s Francesco Polese, Debora Sarno, Orlando Troisi, Mara Grimaldi
Publishing Year 2018 Issue 2018/3 Language English
Pages 27 P. 135-161 File size 163 KB
DOI 10.3280/MC2018-003008
DOI is like a bar code for intellectual property: to have more infomation click here

Below, you can see the article first page

If you want to buy this article in PDF format, you can do it, following the instructions to buy download credits

Article preview

FrancoAngeli is member of Publishers International Linking Association, Inc (PILA), a not-for-profit association which run the CrossRef service enabling links to and from online scholarly content.

The work aims at introducing a new framework to analyse the dynamics among agents in marketing-oriented management (Gummesson and Polese, 2009) according to a system view on value co-creation (Vargo and Lusch, 2017). By overcoming the product-oriented distinction between producers and consumers in the B2B (Businessto- Business) and B2C (Business-to-Consumer) classifications, the paper presents the shift to Service-Dominant logic (S-D logic - Vargo and Lusch, 2008; Lusch and Vargo, 2014), many-to-many marketing and the A2A (Actor-to-Actor, Vargo and Lusch, 2016) relationships. Then, the study proposes the broader and collaborative concept of A4A (Actor-for-Actor) and introduces an all-encompassing viewpoint by means of the Viable Systems Approach (VSA - Golinelli, 2000). The proposed A4A framework, which merges S-D logic and VSA, can allow at pinpointing the processes and drivers for successful value co-creation and for turning it into viable value co-creation. In this sense, A4A relationships can lead managers to identify strategies fostering innovation and collaboration for company survival in the long run.

Keywords: Value co-creation, service marketing, Service-dominant logic, Viable systems approach, actor-for-actor, service exchange

  1. Barile S. and Polese F. (2010b). Smart service systems and viable service systems: Applying systems theory to service science. Service Science, 2(1-2): 21-40.
  2. Akaka M.A. and Vargo S.L. (2015). Extending the context of service: from encounters to ecosystems. Journal of Services Marketing, 29(6/7): 453-462.
  3. Akaka M.A., Vargo S. L. and Lusch R.F. (2013). The complexity of context: a service ecosystems approach for international marketing. Journal of Marketing Research, 21(4): 1-20.
  4. Anderson J., Håkansson H. and Johanson J. (1994). Dyadic Business Relationships within a Business Network Context. Journal of Marketing, 58: 1-15. DOI: 10.2307/1251912
  5. Ashby E. (1958). Technology and the Academics. London, UK: Macmillan.
  6. Barile S. (2009). Management sistemico vitale. Torino: Giappichelli.
  7. Barile S. and Polese F. (2009). Service Dominant logic and Service Science: a contribute deriving from network theories. In: Gummesson E., Mele C., Polese F., eds., The 2009 Naples Forum on Service: Service Science, S-D logic and network theory. Napoli: Giannini.
  8. Barile S. and Polese F. (2010a). Linking the viable system and many-to-many network approaches to service-dominant logic and service science. International Journal of Quality and Service Science, 2(1): 23-42. DOI: 10.1108/17566691011026586
  9. Barile S., Polese F., Pels J., and Saviano M. (2013). An Introduction to the Viable Systems Approach and its Contribution to Marketing. In: Barile S. (eds), Contribution to Theoretical and Practical Advances in Management. Roma: Aracne, pp. 1-37.
  10. Barile S., Lusch R., Reynoso J., Saviano M., and Spohrer J. (2016). Systems, networks, and ecosystems in service research. Journal of Service Management, 27(4): 652-674. Barile S., Ciasullo M.V., Troisi O., and Sarno D. (2017). The role of technology and institutions in tourism service ecosystems: Findings from a case study. The TQM Journal, 29(6): 811-833. DOI: 10.1108/TQM-06-2017-0068
  11. Beer S. (1975). Preface. In: Maturana H.R., Varela F.J., Autopoietic systems. BLC Report 9, University of Illinois.
  12. Botti A., Grimaldi M., Tommasetti A., Troisi O. and Vesci M. (2017a). Modeling and measuring the consumer activities associated with value cocreation: An exploratory test in the context of education. Service Science, 9(1): 63-73.
  13. Botti A., Grimaldi M. and Vesci M. (2017b). Integrating VSA and SD logic for conceptualizing viable value co-creation: an application to entrepreneurial intention and innovation in service ecosystems. Service Dominant Logic, Network and Systems Theory and Service Science: Integrating three Perspectives for a New Service Agenda. Tricase: Youcanprint.
  14. Bruni R., Carrubbo L., Cavacece Y., and Sarno D. (2018). An overview of the contribution of systems thinking within management and marketing. In: Barile S., Pellicano M., and Polese F. (eds.). Social Dynamics in a Systems Perspective. New Economic Windows. Milano, It.: Springer-Verlag Italia. DOI: 10.1007/978-3-319-61967-5_13
  15. Butera F. (1999). Il Campo di Fragole: Reti di Imprese e Reti di Persone nelle Imprese Sociali Italiane. Milano, Italy: FrancoAngeli.
  16. Castells M. (1996). The rise of the networked society. Oxford, UK: Blackwell Publishers.
  17. Chandler J.D., and Vargo S.L. (2011). Contextualization and value-in-context: How context frames exchange. Marketing Theory, 11(1): 35-49.
  18. Ciasullo M.V., Troisi O. and Cosimato S. (2018). How Digital Platforms Can Trigger Cultural Value Co-Creation? – A Proposed Model. Journal of service science and management, 11(2): 161-181.
  19. Cova B., and Salle R. (2008). Marketing solutions in accordance with the SD logic: Co-creating value with customer network actors. Industrial marketing management, 37(3): 270-277.
  20. Day G. and Montgomery D. (1999). Charting new directions for marketing. Journal of marketing, 63: 3-13.
  21. Dopfer K., Foster J. and Potts J. (2004). Micro-meso-macro. Journal of Evolutionary Economics, 14(3): 263-279.
  22. Edvardsson B., Tronvoll B., and Gruber T. (2011). Expanding understanding of service exchange and value co-creation: a social construction approach. Journal of the Academy of Marketing Science, 39(2): 327-339.
  23. Forrester J.W. (1994). System dynamics, systems thinking, and soft OR. System dynamics review, 10(2-3): 245-256.
  24. Frooman J. (1999). Stakeholder influence strategies. Academy of management review, 24(2): 191-205.
  25. Frow P., McColl-Kennedy J. R., and Payne, A. (2016). Co-creation practices: Their role in shaping a health care ecosystem. Industrial Marketing Management, 56: 24-39.
  26. Fryberg A. and Jüriado R. (2009). What about interaction? Networks and brands as integrators within the service-dominant logic. Journal of Service Industry Management, 20(4): 420-432.
  27. Gambarov V., Sarno D., Hysa X., Calabrese M., and Bilotta A. (2017). The role of loyalty programs in healthcare service ecosystems. The TQM Journal, 29(6): 899-919. DOI: 10.1108/TQM-02-2017-0019
  28. Ghoshal S. and Bartlett C. A. (1990). The multinational corporation as an interorganizational network. Academy of management review, 15(4): 603-626.
  29. Gilbert G. (1987). Production: Classical theories. In: Eatwell J., Milgate M., & Newman P. (eds). The new Palgrave: A dictionary of economics. New York: Stockton Press.
  30. Golinelli G.M. (2010). Viable Systems Approach (VSA). Governing Business Dynamics. Padova: Kluwer (Cedam).
  31. Golinelli G.M., Gatti M. and Vagnani G. (2002). Dalla struttura al sistema: elementi per una riflessione sui confini, i rapporti con la proprietà, la flessibilità e l’elasticità dell’impresa. In: Golinelli G.M. (eds). L’approccio sistemico al governo dell’impresa, Vol. 3. Padova: Cedam.
  32. Golinelli G.M. (2000). L’approccio sistemico al governo dell’impresa. L’impresa sistema vitale, Vol. 1. Padova: Cedam.
  33. Granovetter M. (1985). Economic action and social structure: The problem of embeddedness. American journal of sociology, 91(3): 481-510.
  34. Grönroos C. and Gummesson E. (1985). The Nordic school of service marketing. Service Marketing – Nordic School Perspectives. Sweden: Stockholm University.
  35. Grönroos C. (2011). Value co-creation in service logic: A critical analysis. Marketing theory, 11(3): 279-301.
  36. Grönroos C. and Gummerus J. (2014). The service revolution and its marketing implications: service logic vs service-dominant logic. Managing service quality, 24(3): 206-229.
  37. Grönroos C. and Voima P. (2013). Critical service logic: making sense of value creation and co-creation. Journal of the academy of marketing science, 41(2): 133-150.
  38. Gummesson E. and Polese F. (2009). B2B is not an island!. Journal of Business & Industrial Marketing, 24(5/6): 337-350. DOI: 10.1108/08858620910966228
  39. Gummesson E. (1994). Making relationship marketing operational. International Journal of service industry management, 5(5): 5-20. DOI: 10.1108/09564239410074349
  40. Gummesson E. (2006). Many-to-many marketing as grand theory. In: Lusch R.F. and Vargo S.L. (eds). The Service – Dominant Logic of Marketing: Dialog, Debate, and Directions. Armonk, NY: ME Sharpe, pp. 339-53.
  41. Gummesson E. (2008a). Extending the new dominant logic: from customer centricity to balanced centricity. The Journal of the Academy of Marketing Science, 36(1): 15-17. DOI: 10.1007/S11747-007-0065-X
  42. Gummesson E. (2008b). Total Relationship Marketing. Routledge. DOI: 10.4324/9780080880112
  43. Håkansson H and Snehota I. (1995). The IMP perspective. In: Jagdish S. and Atul P. (Eds.). Handbook of relationship marketing . Thousand Oaks, CA: Sage, pp. 171-208.
  44. In Gnan L., Hinna A., Monteduro F., Bonomi Savignon A. Cross-Sectoral Relations in the Delivery of Public Services, pp. 23-51.
  45. Lauterborn B. (1990). New Marketing Litany: Four Ps Passé: C-Words Take Over. Advertising Age, 61(41): 26.
  46. Leroy J., Cova B. and Salle R. (2013). Zooming in VS zooming out on value cocreation: consequences for BtoB research. Industrial Marketing Management, 42(7): 1102-1111.
  47. Lorenzoni G. and Lomi A. (1992). Impresa Guida e Organizzazione a Rete. Accordi Fra Imprese, Reti e Vantaggio Competitivo. Milano: Etas. Lusch R.F. and Nambisan S. (2015). Service innovation: A service-dominant logic perspective. MIS Quarterly, 39: 115-175, DOI: 10.25300/MISQ/2015/39.1.07
  48. Lusch R.F. and Vargo S.L. (2014). The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions. London, UK: Routledge.
  49. Maglio P.P. and Spohrer J. (2008). Fundamentals of service science. Journal of Academy of Marketing Science, 36: 18-20.
  50. Maturana H.R. and Varela F. (1975). Autopoietic systems. Report BCL, 9(4): 37-48.
  51. McLuhan M., and Fiore Q. (1996). The medium is the message. Berkeley, CA: Gingko Press.
  52. Metcalfe J. S. (1998). Evolutionary economics and creative destruction (Vol. 1). London: Psychology Press.
  53. Möller K.K. and Wilson D.T. (1995). Business Marketing: An Interaction and Network Perspective. Berlin: Springer Science & Business Media. DOI: 10.1007/978-94-011-0645-0_11
  54. Norman R., Ramirez R. (1993). From value chain to value constellation: designing interactive strategy. Harvard Business Review, 71(4): 65-77
  55. Parsons T. (1966). Societies: evolutionary and comparative perspectives. New Jersey, US: Prentice- Hall, Upper Saddle River.
  56. Parsons T. (1971). The system of modern societies. Upple Saddle River, NJ: Prentice Hall.
  57. Pels J., Barile S., Saviano M., Polese F. and Carrubbo L. (2014). The Contribution of vSa and SDL perspectives to strategic thinking in emerging economies. Managing Service Quality: An International Journal, 24(6): 565-591. DOI: 10.1108/MSQ-09-2013-0199
  58. Pencarelli T. and Forlani F. (2002). Il marketing dei distretti turistici–sistemi vitali nell’economia delle esperienze. In: Pencarelli T. and Forlani F. (eds.). The Experience Logic as a New Perspective for Marketing Management. Berlin: Springer, pp. 231-277.
  59. Pencarelli T. (2017). Marketing in an experiential perspective: Toward the “Experience Logic”. Mercati & competitività, 2(2): 7-14.
  60. Pfeffer J. and Salancik G.R. (1978). The external control of organizations: A resource dependence approach. NY: Harper and Row Publishers.
  61. Pilotti L., Tedeschi-Toschi A. and Apa R. (2011). La competitività ecologica dei sistemi territoriali tra identità, immagine e vantaggi “costruiti”. Quale marketing dei servizi turistici di fronte alla “long tail”?. Departmental Working Papers 2011-06, Department of Economics, Management and Quantitative Methods. Milano: Università degli Studi di Milano.
  62. Pine B.J. and Gilmore J.H. (1999). The experience economy: work is theatre & every business a stage. Boston, MA: Harvard Business Press.
  63. Polese F., Pels J., Tronvoll B., Bruni R. and Carrubbo L. (2017). A4A relationships. Journal of Service Theory and Practice, 27(5): 1040-1056. DOI: 10.1108/JSTP-05-2017-0085
  64. Polese F. (2009). The influence of networking culture and social relationships on value creation. Sinergie, XXVII(16): 193-215.
  65. Polese F., Troisi O., Carrubbo L., Grimaldi M. and Monda A. (2018a). Technology in value co-creation experiences: how ICTs shape customer activities before, during and after delivery in smart tourism systems. In: Cantino V., Culasso F., Racca M.G. (eds). Smart Tourism. Milano: McGraw-Hill, pp. 523-547.
  66. Polese F., Troisi O., Carrubbo L. and Grimaldi M. (2018b). An integrated framework toward Public System Governance: Insights from Viable Systems Approach. In: Gnan L., Hinna A., Monteduro F., Bonomi Savignon A. (eds). Cross-Sectoral Relations in the Delivery of Public Services. Bingley, UK: Emerald, pp. 23-51. Richardson G.B. (1972). The organisation of industry. The Economic Journal, 82: 883-896.
  67. Schmitt B. (1999). Experiential marketing. Journal of marketing management, 15(1-3): 53-67.
  68. Schmitt B. (2003). Customer Experience Management: A Revolutionary Approach to Connecting with Your Customers. Hoboken, NJ: John Wiley & Sons.
  69. Smith A. (1776). An Inquiry into the Nature and Causes of the Wealth of Nations, 1 ed. London: W. Strahan.
  70. Spohrer J.C. and Maglio P.P. (2010). Toward a science of service systems. In: Maglio P.P., Kieliszewski C.A. and Spohrer J. (eds.) Handbook of Service Science. New York: Springer, pp. 157-194. DOI: 10.1007/978-1-4419-1628-0_9
  71. Storbacka K., Brodie R.J., Böhmann T., Maglio P.P. and Nenonen S. (2016). Actor engagement as a microfoundation for value co-creation. Journal of Business Research, 69(8): 3008-3017.
  72. Teece D.J. (2007). Explicating dynamic capabilities: the nature and microfoundations of (sustainable) enterprise performance. Strategic management journal, 28(13):1319-1350.
  73. Tokman M. and Beitelspacher L.S. (2011). Supply chain networks and service-dominant logic: suggestions for future research. International Journal of Physical Distribution & Logistics Management, 41(7): 717-726. DOI: 10.1108/09600031111154152
  74. Vargo S.L. and Lusch R.F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68: 1-17. DOI: 10.1509/JMKG.
  75. Vargo S.L. and Lusch R.F. (2008). Service-dominant logic: continuing the evolution. Journal of Academy of Marketing Science, 36(1): 1-10. DOI: 10.1007/S11747-007-0069-6
  76. Vargo S.L. and Lusch R.F. (2011). It’s all B2B…and beyond: Toward a systems perspective of the market. Industrial Marketing Management, 40(2): 181-187. DOI: 10.1016/J.INDMARMAN.2010.06.026
  77. Vargo S.L. and Lusch R.F. (2016). Institutions and axioms: an extension and update of service-dominant logic. Journal of the Academy of Marketing Science, 44(1): 5-23. DOI: 10.1007/S11747-015-0456-3
  78. Vargo S.L., Koskela-Huotari K., Baron S., Edvardsson B., Reynoso J. and Colurcio M. (2017). A systems perspective on markets – Toward a research agenda. Journal of business research, 79: 260-268.
  79. Vargo S.L., Maglio P.P. and Akaka M.A. (2008). On value and value co-creation: A service systems and service logic perspective. European management journal, 26(3): 145-152.
  80. Vargo S.L., Wieland H. and Akaka M.A. (2015). Innovation through institutionalization: A service ecosystems perspective. Industrial Marketing Management, 44: 63-72.
  81. Vargo S.L. and Lusch R.F. (2017) Service-dominant logic 2025. International Journal of Research in Marketing, 34: 46-67.
  82. Von Bertalanffy L. (1968). General system theory. New York: Braziller.
  83. Wieland H., Polese F., Vargo S.L. and Lusch R.F. (2012). Toward a Service (Eco)Systems Perspective on Value Creation. International Journal of Service Science, Management, Engineering and Technology, 3(3): 12-24. DOI: 10.4018/JSSMET.2012070102
  84. Wilkinson I. (2008). Business Relating Business. Cheltenham: Edward Elgar. DOI: 10.4337/9781848441538

  • Improving the Evaluation of Scholarly Work Sergio Barile, Francesco Polese, Luca Carrubbo, Francesca Iandolo, pp.45 (ISBN:978-3-031-17661-6)
  • Digital Twin Providing New Opportunities for Value Co-Creation through Supporting Decision-Making Shaun West, Oliver Stoll, Jürg Meierhofer, Simon Züst, in Applied Sciences /2021 pp.3750
    DOI: 10.3390/app11093750
  • Research and Innovation Forum 2022 Andrea Moretta Tartaglione, Ylenia Cavacece, Luca Carrubbo, Antonietta Megaro, pp.675 (ISBN:978-3-031-19559-4)
  • Technology, Value Co-Creation and Innovation in Service Ecosystems: Toward Sustainable Co-Innovation Sergio Barile, Mara Grimaldi, Francesca Loia, Carlo Alessandro Sirianni, in Sustainability /2020 pp.2759
    DOI: 10.3390/su12072759
  • The well-being outcomes of multi-actor inter-organisational value co-creation and co-destruction within a service ecosystem Xin Ming Stephanie Chen, Lisa Schuster, Edwina Luck, in Journal of Services Marketing /2023 pp.606
    DOI: 10.1108/JSM-03-2022-0082
  • Value co-creation ‘gradients’: enabling human-machine interactions through AI-based DSS Luca Carrubbo, Francesco Polese, Monica Drăgoicea, Leonard Walletzký, Antonietta Megaro, T. Le Dinh, M. Drăgoicea, in ITM Web of Conferences /2022 pp.01002
    DOI: 10.1051/itmconf/20224101002

Francesco Polese, Debora Sarno, Orlando Troisi, Mara Grimaldi, From B2B to A4A: An Integrated Framework for Viable Value Co-Creation in "MERCATI & COMPETITIVITÀ" 3/2018, pp 135-161, DOI: 10.3280/MC2018-003008