Beteiligte: | , |
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In: | Journal of Marketing, 82, 2018, 4, S. 19-31 |
veröffentlicht: |
SAGE Publications
|
Medientyp: | Artikel, E-Artikel |
Umfang: | 19-31 |
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ISSN: |
0022-2429
1547-7185 |
DOI: | 10.1509/jm.15.0365 |
veröffentlicht in: | Journal of Marketing |
Sprache: | Englisch |
Schlagwörter: | |
Kollektion: | SAGE Publications (CrossRef) |
<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> |