A2A Relationships in Service Contexts

This work aims at developing the actor-to-actor （A2A） relationship concept in service contexts enhancing the contribution of the systems theories. The most recent progresses related to the research on the service, as a matter of fact, highlight how the nowadays co-creation processes are key elements in each service context. Both the Service Science （SS） and the Service Dominant （S-D） logic analyse the importance of the role played by the numerousness of actors involved in the service exchange because of the resources held （and released） and the contribution they can offer. System theories, and in particular the Viable System Approach, offer the possibility of an holistic perspective able to re-interpret the same characterizing mechanisms of the value co-creation. In the following parts of the work it will presented a conceptual analysis based on the contribution of the VSA, the SS and the S-D logic, whose scientific proposals will be developed and critically analysed in order to verify the proposition coherence in terms of A2A relationships within the value co-creation process. The relational perspective of the Service Eco-systems shows a view open to network in relation to economic and social actors, where each organization can be considered as an actor because it is actively committed in the value co-creation development, going beyond the difference between the user, the producer, or the exchange facilitator. Therefore, the contribution proposes some progresses compared with the business to business （B2B） approach and literature, through the introduction of the new A2A interaction concept within the service context for the indistinct role that the actors play in the value co-creation process. In this perspective, the contribution introduces the research line focused on the service, giving attention, afterwards, to the service system context, in order to analyse the features of these systems with the specific goal of identifying its peculiarity. The contribution proceed with the presentation of the systems thinking, and in particular the VSA contribution, directed toward the description of the gaps that the authors identify in the present research attempting to offer some orientations for the comprehension and the improvement of the service systems and of their planning and management implications. The contribution finally proposes an integrated interpretation of the several emerging paradigms （VSA, SS and S-D logic） seeking an in-depth-analysis of the A2A relationships in the service contexts.

Value co-creation model based on IS application capabilities

To illustrate how firms and customers co-create value in business to business （B2B） e-commerce, an integrated value co-creation model is proposed based on information systems （IS） application capabilities from the relational view. IS application capabilities, relational assets, customer agility and relational value are constructed and tested by empirical analysis. The empirical research tests and verifies the mediating effect of customer agility, and the interactions of IS application capabilities and relational assets, as well as their effect on relational value. This model expands the research framework of value co-creation in service dominant logic, and reveals the mechanism of how f＇n＇ms and customers co-create value in B2B e-commerce based on IS application capabilities, which provides the basis for further theory development and a practice guide.

Stakeholders＇ Value Proposition Research in the Enterprise Synergy Innovation

Service dominant logic is one brand new economy model and it consider all the participators to be the potential resource integrators. The enterprise should put forward the value proposition with open attitude to achieve the enterprise synergy innovation. This paper analyses the value proposition on the stakeholders in the enterprise synergy innovation and expand the one way value proposition theory to the different stakeholder groups inside and outside of the enterprise. The theoretical significance of this paper is to provide the theoretical reference for the enterprise synergy innovation to establish sustainable and stable stakeholders＇ relationship.

Value co-creation in service marketing: A critical (re)view

The present study critically explores and discusses the concept of value co-creation asrevealed and recognized in the research streams that have formed the conceptual basis forthe construct:service-dominant logic,service logic,and customer-dominant logic.Thestudy is positioned within critical hermeneutics;thus,a hermeneutic review strategy isapplied and the subsequent critical discussion is inspired by a Habermasian understandingof society as composed of a system and lifeworld.The findings of the study are twofold;they reveal how different underlying assumptions frame the perception of the unit ofanalysis when focusing on value co-creation and how that the relocation of the locus ofvalue creation from the company to the customer sphere hides that value is an economicconcept in service marketing research.Moreover,the analysis reveals that in servicesmarket research,the concept of value co-creation in a company is applied to analyze thecustomer domain.This dimension has not received much academic attention despite thatthe existing concept might be applicable neither analytically nor empirically.Extantliterature on value co-creation acknowledges that the meaning of the concept is stillobscure.The present study therefore contributes to literature with a refined conceptualunderstanding of how the underlying perceptions of the concept lead to differentanalytical foci in existing research and by identifying questions for further research.Moreover,the review and the discussion are based within a hermeneutic paradigm andcontribute as such with a rarely applied review methodology within the field of service marketing.