How value co-creation and co-destruction unfolds: a longitudinal perspective on dialogic engagement in health services interactions

Complex services, such as healthcare, struggle to realize the benefits of value co-creation due to the substantial challenges of managing such services over the long-term. Key to overcoming these challenges to value co-creation is a profound understanding of dialogue (i.e., ‘quality of discourse’ facilitating shared meaning) during service interactions. Contributing to an emerging literature, we undertake a longitudinal, ethnographic study to assess dialogue between professionals and patients through the lens of dialogic engagement (i.e., iterative mutual learning processes that bring about action through dialogue). We develop and empirically support six dialogic co-creation and co-destruction mechanisms that impact on the resolution of tensions and integration of knowledge resources between service providers and consumers. We reveal the multidimensional and dynamic nature of value created or destroyed through these mechanisms in dialogue over time. Taking healthcare as an exemplar, we offer a research agenda for developing our understanding of DE in complex services

Five areas to advance branding theory and practice

The paper suggests five areas to advance branding theory and practice based on the authors’ recent work in brand management. In this commentary, we aim to put forward suggestions and ideas for further research in brand management; ideas, which we believe will have an impact on the way branding is researched and practiced by both academics and practitioners alike. We will focus on the future of branding in the following areas, inspired by our own work in the field: (1) branding in higher education, (2) branding in Asia Pacific, (3) brand ambidexterity, (4) brand innovation on social media, and (5) brand likeability

Proposal, project, practice, pause: developing a framework for evaluating smart domestic product engagement

Smart homes are fast becoming a reality, with smart TVs, smart meters and other such “smart” devices/systems already representing a substantial household presence. These, which we collectively term “smart domestic products” (SDPs), will need to be promoted, adopted, and normalized into daily routines. Despite this, the marketing canon lacks a substantive discourse on pertinent research. We look to help correct this by melding ideas from organizational sociology, innovation diffusion and appropriation studies, and service dominant logic. Consequently, we suggest a framework for research that responds directly to the specific characteristics of SDPs. Using the SDP eco-system as a context, our framework emphasizes the interplay of embeddedness, practice, value and engagement. It comprises a four-stage horizontal/ longitudinal axis we describe as proposal, project, practice and pause. Cross-sectionally we focus on value, and combine aspects of existing thought to suggest how this impacts each stage of our engagement continuum. We subsequently identify perceived personal advantage as the resultant of these two axes and propose this as the key for understanding consumer and SDP sociomaterial engagement. This article also advances a definition of SDPs and ends with an agenda for further research

Using narrative to explore consumer and pharmacist experience of generic medicines.

The experiences of consumers and pharmacists regarding generic medicine substitution in Australia, Italy and Finland are explored using narrative and metaphor. Consumer confusion; suspicion; annoyance; and exasperation are identified, along with pharmacists\u2019 experiences of professional challenge and frustration in offering consumers generic substitutes. The study evidences that doctors, pharmacists, and consumers are co-creators in a service network, but that co-operative behaviour is often absent, resulting in confusion and potential disadvantage to the end user. It suggests that to reduce consumer confusion and increase the acceptance of generic substitution, co-operation and open dialogue involving all the participants of this service network is critical, along with specific strategies to address the confusion

Improving value-awareness through storytelling in user experience design

\u3cp\u3eValue has been one of the topics in HCI and design field with various definitions from perspectives. Values are in essence related to experience because they are personal perception and assessment on objects, products, or services. Hence, it makes sense to involve values in user experience design and make values as one of the design goals. However, values are usually easy to take for granted but hard to work with in design practices. This paper proposed a storytelling-value approach with the aim to improve awareness of values in user experience design. It was based on storytelling methodology that emphasizes scenario-based envisioning and the results from a focus group which involved user experience designer in to discuss values in UX design. A co-design workshop was conducted as a support for improvement of the approach. It is promising to optimize this storytelling-value approach in the future since most of the participants showed their positive attitudes not only to the necessity in methods development but also to the acceptance of this approach.\u3c/p\u3

Covid-19 and Instagram: Digital Service Innovation in Top Restaurants

Governments across the world have imposed strict rules on social distancing to curb the spread of Covid-19. In particular, restaurants have been impacted by government-mandated lockdowns. This study adopts a mixed methods approach to explore how Finnish high-profile restaurants used Instagram as a means for service innovation and diffusion during nine weeks of government-mandated lockdown. Comparatively analysing 1,119 Instagram posts across two time-stamps (2019 and 2020) and across 45 restaurants, as well as conducting five semi-structured interviews with restaurant managers, it is found that while the overall number of Instagram posts and likes on posts stayed relatively similar to the year prior, the number of comments increased significantly, suggesting a move towards a more didactic and dyadic form of Instagram communication. In addition, four digital service innovation strategies are identified: launching new service offerings and introducing new elements to existing service offerings, fostering social relationship with customers, exploring novel streams of revenue, and reinvigorating the brand’s image. Implications to service innovation theory and practice are discussed, along with suggestions for future research