Melissa Archpru Akaka

Roles as resources: A social roles perspective of change in value networks

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.

Advancing Service Science with Service-Dominant Logic

Service Science is an interdisciplinary effort to understand how service systems interact and co-create value. Service-dominant (S-D) logic is an alternative perspective to the traditional, goods-dominant (G-D) logic paradigm, which has been recognized as a potential theoretical foundation on which a science of service can be developed. While there are efforts to support and develop an S-D-logic-grounded service science, the paradigmatic power of G-D logic remains strong. This is evidenced by several recurring misconceptions about S-D logic and its application in service science. This chapter aims to guide the advancement of an S-D-logic-grounded service science by clarifying several misconstruals associated with S-D logic and moving forward with the formalization of key concepts associated with S-D logic and service science.

Global brand positioning and perceptions

Global consumer culture is recognised as a collection of common signs and symbols (e.g. brands) that are understood by significant numbers of consumers in urban markets around the world. International advertising is a powerful driving force of this evolving phenomenon. However, scholars have suggested that more comprehensive theoretical frameworks are needed to better understand international advertising in the global environment. Global consumer culture positioning (GCCP) and perceived brand globalness (PBG) represent two important constructs for studying international advertising in the context of global consumer culture. This review of GCCP and PBG highlights their past application and future potential for advancing international advertising theory, research and practice. It also sheds light on the long-standing standardisation versus adaptation debate.

An Exploration of Networks in Value Cocreation: A Service-Ecosystems View

Purpose – The purpose of this essay is to explore further the concept of value cocreation from a service-ecosystems view, by considering the importance of networks and the configuration of relationships and resources in markets. Methodology/approach – We use a conceptual approach to extend a service-dominant (S-D) logic, ecosystems view of value cocreation by drawing on the literature regarding networks in marketing and related research. Findings – A service-ecosystems approach to cocreating value-in-context is proposed, which points toward networks as mediating factors in value cocreation because they influence the ability to access, adapt, and integrate resources by establishing exchange relationships and shaping the social contexts through which value is experienced. Research implications – This research suggests that value cocreation is a complex and multidimensional process that is best studied in the context of dynamic networks or ecosystems of service exchange. Practical implications – This research suggests that networks mediate value cocreation, and thus, firms should consider the configurations of relationships and resources to develop more compelling value propositions. Social implications – This research draws on the idea that exchange relationships are embedded within society and suggests that processes of value cocreation not only draw on but also contribute to the social contexts that frame market exchange. Originality/value of essay – This research extends the value cocreation and S-D logic literature by exploring the role of networks in service ecosystems. In this framework, networks are mediators of value cocreation because they enable access to resources and help to (re)shape social contexts through which value is derived.