sexta-feira, setembro 16, 2016

Acerca do valor e da sua criação

Um artigo, "The service revolution and its marketing implications: Service logic vs service-dominant logic", de Christian Grönroos e Johanna Gummerus, muito bem escrito, dá gosto ler.
"we offer five notes on value and value creation. First, both SDL and SL use the expression “value creation”, even though value is not always, and perhaps is even infrequently, instrumentally created. Value can just emerge from a resource integration process; as suggested by the customer-dominant logic, such emergence even could be the normal case. In the SL and for this paper, the expression “value creation” refers to this phenomenon, without any assumptions about whether value-in-use emerges or is instrumentally created. Second, use – not context, experience or interaction – is the key qualifier of the value-in-use notion, so SL adopts the term value-in-use, without disguising this key qualifier. Naturally, value-in-use depends on, for example, the social and physical context in which usage takes place. If the context changes, so should the level of value-in-use. Third, value-in-use does not exist at a singular point in time, as value-in-exchange does, but rather evolves over time in a cumulative process during usage. This cumulative process may include destructive phases, in which value accumulation takes negative turns. Then value can be both positively created and destroyed. Fourth, use can take many forms, not just as a matter of physical use. For example, mental use occurs when a person dreams about a holiday trip in the near future or remembers the trip while looking at pictures afterward. Use also might be mere possession, such as when a person feels content knowing he or she owns a luxury car or a famous painting. Fifth, value for the customer and value for the firm are two sides of the same coin, so firms and customers reciprocally influence each other’s value creation. Not only does the firm function as a service provider, but the customer may provide the firm with actionable information about how to develop its resource base and systems, in which case the customer functions as service provider, with the firm as a user and value creator.
The service provider then serves as a creator of potential value-in-use and facilitator of real value-in-use. From a customer perspective, potential value-in-use is not real value yet; there is no difference between potential value-in-use and value-in-exchange. When a customer pays for a resource, the act manifests value-in-exchange, but there is still no realised value or value-in-use for the customer. In contrast, for the firm, manifested value-in-exchange is real value."

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