روش هایی به عنوان تجارت:ایجاد مشترک ارزش در صورتحساب الکترونیکی

This article proposes that a practice-based approach, accompanied by ethnographic methods, contributes to S-D logic by enriching our understanding of how resources are integrated, how value is formed, how markets ’work’, and how firms can enhance value co-creation. The embeddedness of value creation implies that firms should focus on the practical relations between socio-cultural resources, available in the market space called everyday life. As a conclusion we suggest that S-D logic could incorporate practice-based viewpoints: (a) practices are fundamental units of value creation – value is created as actors engage in practices, (b) practices are resource integrators – value is created as customers integrate socio-cultural resources, (c) firms are extensions of customer practices – customers are not extensions of firm’s production processes; value co-creation happens as firms participate in customer practices, (d) value propositions are resource integration promises – firms enhance value creation by providing resources that ’fit’ into customers’ practice constellations.

Service-dominant (S-D) logic suggests a need to re-define the neo-classical view on markets that is built around the notion of exchange value (Lusch and Vargo, 2006). Vargo and Lusch (2008) argue that markets become spaces for economic activity in terms of value co-creation or resource integration (Vargo, 2007) instead of being places where demand and supply meet and reach equilibrium as neo-classical economics suggests.

The practice approach has not previously been addressed in literature in these terms, and this paper is by no means an attempt to present a complete framework. Hence, the paper is to be viewed as exploratory, offering an illustration of how such an analysis could be carried out. We argue, however, that adding depth with extensive empirical research and a scholarly discussion, a practice-based approach has the potential to contribute to S-D logic in terms of enriching our understanding of how resources are integrated, how value is formed, how markets “work”, and how firms can enhance value co-creation.