PostprintThis is the accepted version of a paper published in Marketing Theory. This paper has been peerreviewed but does not include the final publisher proof-corrections or journal pagination.Citation for the original published paper (version of record):Echeverri, P., Skålén, P. (2011) Co-creation and co-destruction:: A practice-theory based study of interactive value formation. ABSTRACTDrawing on an empirical study of public transport, this paper studies interactive value formation at the provider-customer interface, from a practice-theory perspective. In contrast to the bulk of previous research, it argues that interactive value formation is not only associated with value cocreation but also with value co-destruction. In addition, the paper also identifies five interaction value practices -informing, greeting, delivering, charging, and helping-and theorizes how interactive value formation takes place as well as how value is inter-subjectively assessed by actors at the provider-customer interface. Furthermore, the paper also distinguishes between four types of interactive value formation praxis corresponding with four subject positions which practitioners step into when engaging in interactive value formation.

This paper has been peer-reviewed but does not include the final publisher proof-corrections or journal pagination. Citation for the original published paper (version of record):Skålen, P., Gummerus, J., Koskull, C., Magnusson, P. (2015) Exploring value propositions and service innovation: a service-dominant logic study. Journal of the Academy of Marketing ABSTRACTThis paper presents an eight-firm study, conducted from the service-dominant logic perspective, which makes a contribution regarding knowledge of the anatomy of value propositions and service innovation. The paper suggests that value propositions are configurations of several different practices and resources. The paper finds that 10 common practices, organized in three main aggregates, constitute and fulfill value propositions: i.e. provision practices, representational practices, and management and organizational practices.Moreover, the paper suggests that service innovation can be equated with the creation of new value propositions by means of developing existing or creating new practices and/or resources, or by means of integrating practices and resources in new ways. It identifies four types of service innovation (adaptation, resource-based innovation, practice-based innovation, and combinative innovation) and three types of service innovation processes (practice-based, resource-based, and combinative). The key managerial insight provided by the paper is that service innovation must be conducted and value propositions must be evaluated from the perspective of the customers' value creation, the service that the customer experiences.Successful service innovation is not only contingent on having the right resources, established methods and practices for integrating these resources into attractive value propositions are also needed.

Purpose – The purpose of this paper is to contribute knowledge regarding the nature of successful and unsuccessful value co-creation processes between firms and brand communities and the strategies used to address the latter. Design/methodology/approach – The paper draws on a netnographic study of the online collaborative platform known as Alfisti.com, which carmaker Alfa Romeo launched to enhance co-creation with its most devoted consumers, the “Alfisti”. Findings – The findings identify three groups of collaborative practices: interacting, identity and organizing practices. The paper details how firm and brand community members enact the elements – procedures, understandings and engagements – of collaborative practices and how the alignment of these enactments impacts value co-creation. Research limitations/implications – The paper suggests that co-creation of value succeeds when the enactment of collaborative practices aligns, i.e. when firm and brand community members enact practices in a similar way, and that co-creation fails when the enactment of practices misaligns. Firms and brand communities use three realignment strategies – compliance, interpretation and orientation – to address the misalignment and failure of co-creation. The fact that the research draws on a single qualitative case study is a limitation. Practical implications – Managerial implications include using realignment strategies to manage firm-brand community co-creation. Originality/value – Creating an empirical-based framework regarding successful and failing co-creation and how the latter is addressed in the context of brand community makes the paper original.

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This paper reports on a study of value co-destruction in public services, i.e. diminishment of value by interaction between providers, users, and other actors. The goal is to contribute to the public service logic (PSL) that suggest a shift from linear coproduction to dynamic value co-creation. However, PSL has devoted scant attention to value co-destruction. The paper contributes by identifying four dimensions representing causes of value co-destruction in public services. The paper also shows how value may be co-destroyed in the interaction between several types of actors, thus advancing a service ecosystems perspective for understanding value co-destruction.

This article adopts the concept of neoliberal governmentality to critically analyze public policy failures in a bottom-of-the-pyramid (BOP) marketing initiative. This research shows that e-ChoupalBefore ITC introduced us to e-Choupal, we were restricted to selling our produce in the local mandi [small market]. We had to go through middlemen and prices were low. ITC trained me to manage the Internet kiosk and I became the e-Choupal sanchalak [coordinator] in my village. Today we are a community of e-farmers with access to daily prices of a variety of crops in India and abroad-this helps us to get the best price. We can also find out about many other important things-weather forecasts, the latest farming techniques, crop insurance, etc. eChoupal has not only changed the quality of our lives, but our entire outlook.-Abhishek Jain, a farmer E radication of poverty, social justice, and economic development are important areas of public policy scholarship in marketing (Bertrand, Mullainathan, and Shafir 2006;Bloom 2009; Hill and Adrangi 1999;Viswanathan et al. 2009). The bottom-of-the-pyramid (BOP) theorization in management and marketing theory engages this concern through its emphasis on poverty alleviation (Pitta, Guesalaga, and Marshall 2008; Prahalad 2005; Rashid and Rahman 2009). Advocates of BOP argue that appropriate marketing interventions can help businesses make profits and potentially transform the BOP markets through poverty alleviation (e.g., Prahalad 2005; Prahalad and Hammond 2002). Here, the BOP discourse alludes to two distinct goals, profit seeking and poverty alleviation, which can potentially be in conflict (Karnani 2007). The opening quotation from an e-farmer created by the Indian agribusiness firm ITC through an information technology initiative is situated in a similar discourse. ITC claims that it has brought about a socioeconomic transformation in agricultural markets in India by using innovative marketing technology and increasing supply chain efficiency. Ironically, the firm makes this claim when nearly 200,000 Indian farmers have committed suicide in the past 12 years because of economic hardships (Sainath 2010). In this research, we apply Foucault's notion of neoliberal governmentality (Dean 1999; Foucault 2007 Foucault , 2008Rose 1999) to the BOP marketing and public policy domain to explain this conflict and to show the limitations of a profit-seeking initiative to alleviate poverty.We conducted a case study of e-Choupal, a BOP information technology initiative in agricultural markets in rural India created by ITC, a large private corporation. E-Choupals, or electronically enabled village gathering places, are information centers created in rural areas by providing computers connected to the Internet. E-Choupals function as ecommerce hubs as well as places for social gathering and information dissemination (Prahalad 2005). We conducted the case study in two villages in the state of Uttar Pradesh (UP) to understand the functioning of e-Choupals in the region. On the basis of our study...

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The aim of this conceptual article is to both provide a critical review of research into value co-destruction (VCD) and outline a common conceptual framework in order to better understand and guide future research into VCD and value co-creation (VCC). This review finds that the VCD stream of research has followed two lines of enquiry: one that highlights the role of resources and service systems and another that focuses on practices. It further finds that some prior research has argued that a direct and reciprocal relationship exists between VCD and VCC, captured in the concept of interactive value formation (IVF). A synthesizing IVF framework is outlined which suggests that the alignment and misalignment both within practices and in-between different practices determines IVF, that is, VCD and VCC. The framework further suggests that IVF is both enabled and constrained by resources and service systems.