O fornecedor deve procurar agir como Yoda, interagindo com o cliente, um Luke Skywalker, em busca de transformação.
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É desta metáfora que me lembro quando leio a poesia que se segue e recordo o esquema:
"The notion of cocreating value refers to assisting customers in co-constructing and engaging in superior experiences. Each value network partner brings their own unique resource access and accommodation into that process
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When customers are viewed as an integral part of value creation, the role of the firm becomes that of a facilitator, supporter, and co-constructor of value rather than a supplier of value
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In turn, the strategic focus of the firm shifts toward understanding how it can better assist individual customers to get more out of its direct service activities and/or service platforms so that their daily routines, processes, and experiences are improved in a meaningful way
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Overall, firms prioritize valuable interaction experiences and outcomes of reciprocal resource integration efforts, rather than focusing on products per se, thereby forming the basis for successful future strategies.
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From an S-D logic perspective, strategy is about making choices about how best to facilitate and enhance value cocreation with network partners such as customers for mutual and long-term betterment."
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