"increasingly emphasized operant resources like knowledge and skills as the basis for value creation...as traditional manufacturing companies have increasingly invested in services due to the increase in competition in traditional markets, the need for differentiation and the possibility of earning higher margins. These companies eventually become solution providers, which offer ‘a comprehensive bundle of products and/or services, that fully satisfies the needs and wants of a customer related to a specific event or problem’. ... Consequently, scholars have emphasized identifying competences and processes that enable companies to co-create solutions with the customer ...Simultaneously, the customer’s role has evolved in value-creation literature from a pure recipient of goods into the determining party in the relational value-creation process ... ‘value is always uniquely and phenomenologically determined by the beneficiary’. ... ‘value is best defined as value-in-use’ because it can only emerge or be created through the recipient’s use. Following that logic, the provider is a potential value facilitator and co-creator only through the relational nature of the joint solution creation process....Although extant literature addresses value creation from many perspectives, three commonalities emerge. First, researchers agree that the customer’s role has evolved to the locus of value creation. Second, value creation occurs as a relational process. Third, value is perceptual and the result of the customer experience."
Trechos retirados de "Hunting for Value: How to Enable Value-in-use? A Conceptual Model" de Jan Petri e Frank Jacob, publicado por Journal of Creating Value 3(1) 1–13, 2017
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