Connectivity Marketing: Consumer Participation in Value Creation
Prof Agus W. Soehadi PhD Prasetiya Mulya Business School
Evolution of Marketing Thought
To Market (Matter in Motion)
Market To (Management of
Customers & Markets )
Market With (Collaborate with
Customers & Partners to Create & Sustain
Value)
Through 1950 1950-2010 2010+
Lush and Vargo 2007
Service Dominant Logic View
Marketing focuses on the exchange of competencies such as skills and knowledge; and customers
co-produce the service and thus are part of the value creation process (Vargo and Lusch 2004)
Co-Creation of Value
Value Exchange to Value In-Use
The Whole Exchange Process
Operant Operand Consumers
Companies
Operant Operand
Economic Material Object
Social Cultural Physical
Core Competence Sense & Response
Collection of Production Make & Sell
Value Proposition Value in Use
Arnould et al (2006)
Vargo & Lusch (2004)
Co-Creating theValue
Consumer Community
Community gives an opportunity for customers to grow their competencies. Customer competencies are valuable
resources for building co-creation opportunities
(Schau, Muniz and Arnould 2009)
The Value Creation Process between Company & Consumers
Value Proposition
Company Consumer Company Desired Value Consumer Desired Value
Interaction Balanced Value
Pongsakornrungsilp 2010
Dialogue Involvement Consumption
Interaction
Engagin
g
Educating
Enrich
ing
Co
mm
itmen
t Relatio
nsh
ip
Co
mp
rom
ise D
iscussio
n
Sharing Embodiment
Individual
Individual
Individual
Individual Individual Individual
Individual Individual
Competencies Grow
Grow of Competencies within the Consumer Community
Pongsakornrungsilp 2010
Business Platform
Partner Community Employee Community
Customer-Community Advocacy/Boycotts
Word-of-Mouth Marketing
Consumer-Community Prospect Communities
Orchestrating the Interaction Government/NGO Community
Soehadi 2013
The Consumunity Model
Community Catalyst Community
Society
Corporate
Other Communities
Soehadi and Ardianto 2007
2007 ICE – I
Kontribusi Komunitas kepada Produsen
2008 ICE – 2
Kontribusi Komunitas kepada Masyarakat
2009 ICE – 3
Interaksi antar Komunitas
2010 ICE – 4
Strategy Bisnis dan Komunitas
Karyawan
2012 ICE-6
Community & Co-Creation Value
The Consumunity Research
2011 ICE – 5
Strategy Kolaborasi Komunitas & Bisnis
Consumunity and Co-Creation Value (Soehadi Model 2012)
Community
Company Operant
Resources
Customer Operant
Resources
Co-Creation Value
.889 .137
.534 .958
CMIN/df = 5.948 P= .0000 TLI = 873 CFI = .912 RMSEA = .074
Co-Creation Building Path
Co-Consumption (Unique Experience)
Co
-Pro
du
ctio
n
(Su
pe
rio
r V
alu
e P
rop
osi
tio
n)
Low
Low
Med
Med Hi
Hi
Co-Engaging Co-Learning Co-Enriching
Co-Advocating
Co-Developing
Co-Participating Co-Involving
Co-Modifying Co-Innovating
Soehadi 2013
Thank You
Top Related