2015
DOI: 10.1177/2394964315601527
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Best Buy and Showrooming: A Critical Thinking Case Exercise Based upon Service Dominant Logic and Value Co-creation

Abstract: This article shows how a critical thinking perspective in teaching business cases can create value for students and educators. We introduce a free, online case emphasizing value co-creation in a consumer retail setting that was co-developed by marketing faculty at Illinois State University, Best Buy and IBM. The case focuses on the problems of showrooming (i.e., evaluating products in a physical store, but purchasing products via another channel such as online) and webrooming (i.e., researching products online… Show more

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“…Since marketing has been evolving towards the servicedominant logic, it is imperative to retain the customer as the service value-creator (Taylor & Hunter, 2015). Thus, it implies that value and nature are two interactional facets.…”
Section: B Customer Involvementmentioning
confidence: 99%
“…Since marketing has been evolving towards the servicedominant logic, it is imperative to retain the customer as the service value-creator (Taylor & Hunter, 2015). Thus, it implies that value and nature are two interactional facets.…”
Section: B Customer Involvementmentioning
confidence: 99%