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From B2B to A4A: An Integrated Framework for Viable Value Co-Creation

Author

Listed:
  • Francesco Polese
  • Debora Sarno
  • Orlando Troisi
  • Mara Grimaldi

Abstract

The work aims at introducing a new framework to analyse the dynamics among agents in marketing-oriented management (Gummesson and Polese, 2009) according to a system view on value co-creation (Vargo and Lusch, 2017). By overcoming the product-oriented distinction between producers and consumers in the B2B (Businessto- Business) and B2C (Business-to-Consumer) classifications, the paper presents the shift to Service-Dominant logic (S-D logic - Vargo and Lusch, 2008; Lusch and Vargo, 2014), many-to-many marketing and the A2A (Actor-to-Actor, Vargo and Lusch, 2016) relationships. Then, the study proposes the broader and collaborative concept of A4A (Actor-for-Actor) and introduces an all-encompassing viewpoint by means of the Viable Systems Approach (VSA - Golinelli, 2000). The proposed A4A framework, which merges S-D logic and VSA, can allow at pinpointing the processes and drivers for successful value co-creation and for turning it into viable value co-creation. In this sense, A4A relationships can lead managers to identify strategies fostering innovation and collaboration for company survival in the long run.

Suggested Citation

  • Francesco Polese & Debora Sarno & Orlando Troisi & Mara Grimaldi, 2018. "From B2B to A4A: An Integrated Framework for Viable Value Co-Creation," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2018(3), pages 135-161.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2018-003008
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    References listed on IDEAS

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    1. Vargo, Stephen L. & Lusch, Robert F., 2017. "Service-dominant logic 2025," International Journal of Research in Marketing, Elsevier, vol. 34(1), pages 46-67.
    2. Luiciano PILOTTI & Alessandra TEDESCHI-TOSCHI & Roberta APA, 2011. "La competitività ecologica dei sistemi territoriali tra identità, immagine e vantaggi “costruiti”. Quale marketing dei servizi turistici di fronte alla “long tail”?," Departmental Working Papers 2011-06, Department of Economics, Management and Quantitative Methods at Università degli Studi di Milano.
    3. Vargo, Stephen L. & Koskela-Huotari, Kaisa & Baron, Steve & Edvardsson, Bo & Reynoso, Javier & Colurcio, Maria, 2017. "A systems perspective on markets – Toward a research agenda," Journal of Business Research, Elsevier, vol. 79(C), pages 260-268.
    4. Storbacka, Kaj & Brodie, Roderick J. & Böhmann, Tilo & Maglio, Paul P. & Nenonen, Suvi, 2016. "Actor engagement as a microfoundation for value co-creation," Journal of Business Research, Elsevier, vol. 69(8), pages 3008-3017.
    5. Julie Leroy & Bernard Cova & Robert Salle, 2013. "Zooming in VS zooming out on value co-creation : Consequences for BtoB research," Post-Print hal-02313208, HAL.
    6. Vargo, Stephen L. & Maglio, Paul P. & Akaka, Melissa Archpru, 2008. "On value and value co-creation: A service systems and service logic perspective," European Management Journal, Elsevier, vol. 26(3), pages 145-152, June.
    7. David J. Teece, 2007. "Explicating dynamic capabilities: the nature and microfoundations of (sustainable) enterprise performance," Strategic Management Journal, Wiley Blackwell, vol. 28(13), pages 1319-1350, December.
    8. Stephen L. Vargo & Robert F. Lusch, 2016. "Institutions and axioms: an extension and update of service-dominant logic," Journal of the Academy of Marketing Science, Springer, vol. 44(1), pages 5-23, January.
    9. Julie Leroy & Bernard Cova & Robert Salle, 2013. "Zooming in VS zooming out on value co-creation: Consequences for BtoB research," Post-Print hal-01655512, HAL.
    10. Tonino Pencarelli, 2017. "Marketing in an experiential perspective: Toward the "Experience Logic"," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2017(2), pages 7-14.
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    Cited by:

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