Service co-creation and value realisation

Toni Hilton, Tim Hughes, David Chalcraft

Research output: Contribution to journalArticlepeer-review


The notion of value co-creation is central to the discourse of Service-Dominant Logic (S-D logic) yet there remains little agreement among academics seeking to explain or research the value co-creation process. We distinguish service co-creation from the S-D logic notion of value co-creation, and conceptualise service co-creation as a process comprising value potential, resource integration, and resource modification. Value, being a personal evaluative judgement, cannot be co-created; rather it is realised by actors as an outcome of service co-creation. We define service co-creation as planned resource integration behaviours by actors intended to realise a value proposition. We provide guidance to assist practitioners seeking to enhance the value their customers might realise.
Original languageEnglish
Pages (from-to)1504-1519
Number of pages16
JournalJournal of Marketing Management
Issue number13-14
Publication statusPublished - 1 Dec 2012


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