This conceptual paper continues the dialogue advancing the understanding of co-creation of value aligned to the actor-to-actor worldview (Vargo & Lusch, 2011), and builds on the work of Grönroos (2011) and Ramaswamy (2011). We introduce an effort-centric lens that interprets value as embedded in experience that is derived from individual efforts expended in co-creation processes. We conceptualise ‘experience sharing’ as a value creation effort for the direct benefit of others, ‘value-in-experience’ as an effort-based meaning of value creation, and ‘value initiators’ as actors who perform ‘experience sharing’. In turn, we put forward an integrated framework to expand our understanding of ‘co-creative’ interpretation of service provision.
|Number of pages||18|
|Journal||Journal of Marketing Management|
|Publication status||Published - 2012|