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This paper contributes to the understanding of value co-creation and co-production by exploring how social roles can be drawn upon as resources for change in value networks. By broadening the marketing emphasis on dyadic perspectives of social roles to that of a network perspective, a social role is conceptualized as a particular set of practices that connects one actor to one or more other actors. In this way, social roles act as resources for change in value networks because they can lead to social norms and establish social positions, or sets of value-creating relationships connected to a particular actor. The proposed framework suggests that actors continually draw on social roles and social positions as resources in their efforts to co-create value with different actors. Given this, we argue that recent, notable changes in social roles within value networks can be more specifically associated with co-production, or the joint development of potential, exchangeable resources.

Service-dominant logic (SDL) emerged over a decade ago as a potential framework and paradigmatic lens for rethinking the role of service in exchange and value creation. The growth of SDL reflects a major shift in service research. However, SDL's relationship to prior service literature and its potential for future development in this field have not been empirically examined. We explore the foundational research areas and evolution of SDL research through a systematic investigation, which combines cocitation analysis with a novel text mining tool, Leximancer. Specifically, we investigate the research streams connected with SDL and compare core themes across two time periods (2004 to 2008 vs. 2009 to 2015). The findings reveal SDL's interdisciplinary theoretical heritage and significant changes in the structure of focal themes and concepts over time. Our analyses identify current limitations and subsequent research areas and questions to further develop strategic approaches for SDL and advance a service ecosystems view. These include open innovation, dynamic capabilities, organizational microfoundations, and service systems, as well as social capital and consumer culture theories. Integration of midrange theories and strategic frameworks in these particular areas can help to guide managers in improving service innovation and enhancing value creation in service ecosystems.

To advance the study of innovation in complex settings, this study integrates the innovation, institutional theory, philosophy, and service-dominant logic literatures. Exploring the emergence of innovation and service ecosystem dynamics, researchers take an abductive approach anchored in over 4 years of case study data regarding a high technology solution in an Internet-of-Things setting. By framing innovation as a systemic process, the study reveals that (1) institutional reconciliation is an overlooked phase of innovation, (2) ideas are refined by four types of institutional reconciliation pressures (tensions, divergences, expected value, and service), and (3) innovation is influenced by plasticity in four ways (recursivity, temporality, complementarity, and continuity). Based on these findings, the authors outline a research agenda regarding four principles of innovation as a systemic process. The findings suggest that managers should nurture norms, rules, and beliefs through a systemic process that facilitates the emergence of innovation.

AbstractDiffusion is traditionally examined at a macro level, measured by adoption (e.g., sales), or at a micro level, assessed by consumer characteristics (e.g., adopter types). We address diffusion at a meso level focusing on how a practice disseminates across extended time and cross-cultural and cross-national space. We conduct an historical analysis and ethnographic inquiry of the dispersion of an indigenous practice, surfing, and the consequences of practice diffusion on practice reproduction. Our data suggest practice diffusion is not the wholesale adoption of a practice. Rather, a practice emerges across diverse cultural and national contexts through adaptation, fueled by processes of codification and transposition. We find that the movement of practice elements (meanings, materials, and competences) and their dynamic linkages (transposition, codification, and adaptation) enable a practice to (re)emerge across broad historic epochs and complex sociocultural landscapes. This study reveals how a practice evolves through shifts in power between practice carriers and noncarriers and results in distinct forms of reproduction (demarcation, imitation, acculturation, and innovation) that can mask the cultural genealogy of a practice. The continual maintenance and evolution of a practice depend on its strength of alignment and embeddedness within systems of practices that make up the social fabric of everyday life.

This article explores the role of symbols in value cocreation in order to develop a deeper understanding of how actors communicate, interact, and reconcile perspectives as they integrate and exchange resources to create value for themselves and for others. We draw on a service ecosystems approach to value cocreation and propose a conceptual framework that highlights varying views of value and articulates the way in which value cocreation results from the integration of resources and interactions among multiple actors. We argue that symbols guide actors in enacting particular practices that enable the cocreation of shared meanings, which help actors determine the value of current and future interactions. In this way, symbols support the coordination of interaction, the communication of information, the integration of resources, and the evaluation of value, among actors. We provide an empirical example of our conceptual framework as supporting evidence for the role of symbols in value cocreation and point toward directions for future research.