Service-dominant logic (parte IV)

Continuado daqui.
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"Moving the locus of value creation (Moi ici: Mais do que value creation, devemos falar de emergência de valor... o valor emerge naturalmente durante a experiência proporcionada ou facilitada pelo bem/serviço. Também se pode falar de "destruição de valor"... quando comprei ontem um quarto de melancia no Pingo Doce, ante-gozava o saborear de uma fatia gelada durante a noite... quando chegou o momento, por detrás da embalagem toda janota e sem data de embalamento, apanhei uma melancia já fora do prazo de validade. Claro que não fiquei satisfeito) from exchange to use, or context, means transforming our understanding of value from one based on units of firm output to one based on processes that integrate resources.
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Service systems co-create value, effectively depending on the resources of others to survive. This interdependence drives service-for-service exchange and resource integration. We see service-for-service as the basis of economic exchange, and we think this view can reframe the relationship among value-in-exchange, value-in-use and value co-creation.
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Service systems are connected through the proposition, acceptance, and evaluation of value. Service providers propose value in the market based on their competences and capabilities (skills and knowledge). The value proposition is accepted, rejected, or unnoticed by other service systems in need of resources. The service proposed can be provided directly (e.g., tax preparation service) or indirectly through a good (e.g., tax software). Once the value is proposed and the service made available in the market, it is up to other service systems – potential customers – in need of such resources to decide whether to accept the value proposition.
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So the goal of exchange is to use the applied knowledge of others (service) as resources to better one’s circumstances
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value is not created until the beneficiary of the value proposition (in this case, the person who needs his or her taxes prepared) has actually had his or her taxes prepared and has somehow integrated this new resource into his or her life (e.g., felt relieved because of effort saved, mailed the return, received a refund, etc.). That is, the customer’s (service system’s) well-being has somehow been improved.
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As mentioned, value co-creation is not limited to the activities of any one exchange or a dyad of service systems. It occurs through the integration of existing resources with those available from a variety of service systems that can contribute to system well-being as determined by the system’s environmental context.
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The resources of the service provider are adapted and integrated with a service system’s existing resources, and value is derived and determined in context – as with the tax and automobile examples above."
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Trechos retirados de "On value and value co-creation: A service systems and service logic perspective" de Stephen L. Vargo, Paul P. Maglio e Melissa Archpru Akaka, publicado em 2008 pelo European Management Journal.