Research Projects Selected in FY2010
< Foundation-Oriented Service Science Research, Type B >
Context Management Approach to Service Value Co-Creation Model
[] Project Leader
Yoshinori FUJIKAWA
Associate Professor, Graduate School of International Corporate Strategy, Hitotsubashi University
[] Targets
Focus on service dominant logic (S-D logic).
- 1.Structuring and typification of the value co-creation process
- 2.Operationalization and measurement of exchange value, use value, and context value
- 3.Modeling of “de-contextualization” and “re-contextualization”
[] Approaches
- Data collected from the point of service of cooperating companies
- Combine qualitative studies (case studies and behavioral observation studies) and quantitative research (surveys and experimental research) and analysis
- Share the results with the advisory board (managers and researchers) and implement planning
Service research started out as a branch of marketing, where goods and services were contrasted. Services were anything that goods were not, and their unique characteristics were then analyzed. However, in recent years, there has been a shift in perspective towards “service dominant logic (S-D logic)” which takes goods and services as a whole and attempts to clarify the logic behind them (Vargo and Lusch, 2004, etc.). This research and development aims to go beyond the stage of development of studies restricted to abstract discussion of S-D logic or presenting cases where the concept applies. Instead, we aim to develop a model or framework based on the collection and analysis of actual data by structuring and typifying the value co-creation process of service providers and their customers and manipulation and measurement of the core concepts.
