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1 + 1 does not always equal value creation: The case of YouTube

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  • Volker Kuppelwieser
  • Merlin Simpson
  • Gabriel Chiummo

Abstract

Early services literature and the original service-dominant logic (SDL) work of Vargo and Lush (Journal of Marketing 68(1):1–17, 2004a ) have suggested a dyadic customer and company relationship in the value creation process. While extant literature increasingly acknowledges more complex relationships between provider and customer networks to create value, we show that widely used e-services such as YouTube are based on relationships in which such provider and customer roles can vary significantly. However, we also assert that in the case of e-services, value is created primarily between and among customers rather than by the provider, as had been the case in earlier goods-dominant logic literature. Reflecting the research context, this paper seeks to extend various SDL foundational premises to the experience of e-services, discussing their generalizability and concluding with recommendations for further research. Copyright Springer Science+Business Media New York 2013

Suggested Citation

  • Volker Kuppelwieser & Merlin Simpson & Gabriel Chiummo, 2013. "1 + 1 does not always equal value creation: The case of YouTube," Marketing Letters, Springer, vol. 24(3), pages 311-321, September.
    • Handle: RePEc:kap:mktlet:v:24:y:2013:i:3:p:311-321
    DOI: 10.1007/s11002-013-9246-1
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    References listed on IDEAS

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    1. Eugene W. Anderson & Claes Fornell & Roland T. Rust, 1997. "Customer Satisfaction, Productivity, and Profitability: Differences Between Goods and Services," Marketing Science, INFORMS, vol. 16(2), pages 129-145.
    2. Vargo, Stephen L. & Maglio, Paul P. & Akaka, Melissa Archpru, 2008. "On value and value co-creation: A service systems and service logic perspective," European Management Journal, Elsevier, vol. 26(3), pages 145-152, June.
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    Cited by:

    1. Kuppelwieser, Volker G. & Finsterwalder, Jörg, 2016. "Transformative service research and service dominant logic: Quo Vaditis?," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 91-98.
    2. Kapoor, Kawaljeet & Ziaee Bigdeli, Ali & Dwivedi, Yogesh K. & Schroeder, Andreas & Beltagui, Ahmad & Baines, Tim, 2021. "A socio-technical view of platform ecosystems: Systematic review and research agenda," Journal of Business Research, Elsevier, vol. 128(C), pages 94-108.
    3. Shirazi, Farid & Wu, Yun & Hajli, Ali & Zadeh, Arash H. & Hajli, Nick & Lin, Xiaolin, 2021. "Value co-creation in online healthcare communities," Technological Forecasting and Social Change, Elsevier, vol. 167(C).
    4. Kuppelwieser, Volker G. & Sarstedt, Marko & Tuzovic, Sven, 2014. "The role of context and motivation variables in mobile commerce usage — A further perspective on Chong (2013)," Technological Forecasting and Social Change, Elsevier, vol. 88(C), pages 156-161.

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