Offerings as Digitalized Interactive Platforms: A Conceptual Framework and Implications

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Bibliographische Detailangaben
Beteiligte: Ramaswamy, Venkat, Ozcan, Kerimcan
In: Journal of Marketing, 82, 2018, 4, S. 19-31
veröffentlicht:
SAGE Publications
Medientyp: Artikel, E-Artikel

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weitere Informationen
Umfang: 19-31
ISSN: 0022-2429
1547-7185
DOI: 10.1509/jm.15.0365
veröffentlicht in: Journal of Marketing
Sprache: Englisch
Schlagwörter:
Kollektion: SAGE Publications (CrossRef)
Inhaltsangabe

<jats:p> In an age of digitalized interactions, offerings are no longer “finished” in the traditional sense; creation of value continues by engaging actors (often consumers and their associated social networks) interacting with organizing actors (often firms and their associated organizational ecosystem) in a joint space of interactive system-environments. One can think of the Apple Watch NikePlus (AWNP) offering in which the consumer co-creates valuable experienced outcomes with a mix of applications, touchpoints, and uses, while AWNP and its organizing actors co-create environments with consumers. Actors increasingly find themselves in such a joint enactment of interactional value creation, through offerings as evolving digitalized networked arrangements of artifacts, persons, processes, and interfaces, which the authors refer to as a Digitalized Interactive Platform (DIP). This implies a broader view of value creation—one in which value is created through interactions, versus one where value is simply the exchange of a fixed offering between a firm and its customers. Offerings as DIPs have significant implications for the theory and practice of marketing. </jats:p>