Any organizational communication activities – whichever it is for the effort of public relations or marketing communications – are the interaction between two actors or among three or more entities. ...Words, images and any expressions that actors exchange are not always to lead receivers’ understandings that senders of message expect. There lay context issues between actors that prevent effective communications, because each actor might live in each different contexts that enable them their own interpretation. So, any practitioners of organizational communications need to understand how context works in interpretation and how it makes communication more dynamic than we understand.
Purpose – Service-dominant logic (S-D logic) has conceptualized value as value-in-context where context is defined as a “set of unique actors with unique reciprocal links among them” (Chandler & ...Vargo, 2011, p. 40). The chapter proposes a means of measuring value-in-context as experienced by an actor while integrating resources, called the ValConRIA model (value-in-context of resource integrating activities).Design/methodology/approach – Value emerges from experiencing interactions in a service-for-service exchange. The actor perceives value as emerging with his activities and hence experiences the emerging value as connected to either his activities or the items supporting his activities or the people he is interacting with. We call these realms of experience the I (–Me) realm, the I–It and It–I realm, and the I–You and You–I realm, composing five dimensions. An exploratory principal component analysis supports this structure. The measurement process has been tested for reliability and validity and applied to different activities: using a laptop, using cigarettes (=smoking), using a smartphone, and using Facebook.Findings – According to where the actor mostly experiences the value emergence, five dimensions of value-in-context have been identified using principal component analysis. The measurement scale shows high construct reliability and discriminant validity.Implications – Being able to measure value-in-context as proposed by S-D logic brings S-D logic into practice. Practitioners can use the measurement process to identify value their customers co-create. The proposed means of measuring value-in-context does not measure the value of things but instead values as it emerges from an actor’s activities, exchanging service for service.Value/originality – To our knowledge this chapter is the first to propose a means of measuring value-in-context, which is based on S-D logic.
The Producer-Consumer cooperative movement is an out growth of the organic agricultural movement, which became active during the 1970s. The cooperative movement first began in the form of social ...movement thought the collaboration between the production and consumption sectors. The 10 principles of partnership created by the Japan Organic agriculture Association in 1978 have been used as a guideline for partnerships between producers and consumers. However, reconsideration is necessary because these guidelines are no longer suitable in their present state. New guidelines are needed for regulating the Producer-Consumer cooperative movement. In this paper, we apply the concept of “Co-Creation of Value” to evaluate the nature of the relationship between producers and consumers, since it is said that producers and consumers create value together. As a result of creating value together, the value that consumers experience is known as “Value-in-Context.” This study examines the Produce-Consumer cooperative movement as it exists in the case of the Seikatsu-Club cooperative association and the Shonai-Midori agricultural cooperative. Based on interviews and questionnaire surveys, the relationship between producers and consumers was evaluated in the context of four identified elements: “dialogue,” “access,” “risk assessment,” and “transparency.” Furthermore, we clarify the meaning of the concept “Value-in-Context.” Finally, we show that a re-evaluation of the concept “Co-Creation of Value” is necessary in the context of the Producer-Consumer cooperative movement.
Service design is a new approach of business development on the age of the customer. Since their value change, service design approach which combines user experience design and business strategy, is ...getting important. Compare with the traditional business viewpoint, which is called Goods-Dominant Logic, this new approach is named Service-Dominant Logic. To conduct service design approach, there is a concept named service design thinking, which included user-centered, co-creation, sequence, evidencing, and holistic. These days, start-ups such as Airbnb are introducing service design approach for their business development and organizational design. Service design approach would be a new agenda for new business developments.
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