The co-creation of value-incultural- context

Melissa Archpru Akaka, Hope Jensen Schau, Stephen L. Vargo

Research output: Chapter in Book/Report/Conference proceedingChapter

45 Scopus citations


Purpose - This chapter explores the nature of the cultural context that frames value creation and provides insight to the way in which value is collaboratively created, or co-created, in markets. Methodology/approach - We develop a conceptual framework and research propositions for studying the co-creation of value-in-culturalcontext through the intersection of consumer culture theory (CCT) and service-dominant (S-D) logic and the integration of a practice-theoretic approach for value co-creation. Research implications - The integration of CCT, S-D logic, and practice theory provides a conceptual framework for studying the co-creation of value among multiple stakeholders and the (re)formation of markets. Practical implications - Drawing on this framework, marketers can contribute to the co-creation of new markets by influencing changes in cultural contexts - practices, norms, meanings, and resources - that frame value co-creation and exchange. Originality/value of chapter - This chapter explores the integration of CCT and S-D logic by focusing on value co-creation and applying a practice approach to further weave together these distinct research areas. In addition, the proposed framework elaborates the conceptualization of value-in-context to consider the cultural context that influences and is influenced by the co-creation of value.

Original languageEnglish (US)
Title of host publicationResearch in Consumer Behavior
PublisherEmerald Group Publishing Ltd.
Number of pages20
ISBN (Print)9781781908105
StatePublished - 2013

Publication series

NameResearch in Consumer Behavior
ISSN (Print)0885-2111


  • Consumer culture theory
  • Market (re)formation
  • Practice theory
  • Service-dominant logic
  • Value co-creation
  • Value-in-context

ASJC Scopus subject areas

  • Business, Management and Accounting (miscellaneous)
  • Marketing


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