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Reviving tradition-bound products: a case of value co-creation using rhetorical history

Author

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  • Chikako Ishizuka

    (Niigata University)

  • Tseng Kuo-Che

    (Niigata University)

  • Yasuyuki Kishi

    (Niigata University)

Abstract

This study explores the value co-creation framework to revive tradition-bound products using rhetorical history and service-dominant logic. This framework shows the effects of using historical significance to enable value co-creation in a new ecosystem by engaging consumers and local communities without eliminating their traditions. Existing studies merely discuss the methodology of a rhetorical emphasis on the authenticity of traditional industrial firms’ history to attract customers. This study explains the motivation to engage in value co-creation to transform tradition-bound businesses. Through these processes, businesses’ boundaries are thawed, and the customer becomes the advocate and thus, the driver of reviving tradition-bound products.

Suggested Citation

  • Chikako Ishizuka & Tseng Kuo-Che & Yasuyuki Kishi, 2022. "Reviving tradition-bound products: a case of value co-creation using rhetorical history," Service Business, Springer;Pan-Pacific Business Association, vol. 16(4), pages 1015-1033, December.
    • Handle: RePEc:spr:svcbiz:v:16:y:2022:i:4:d:10.1007_s11628-022-00504-w
    DOI: 10.1007/s11628-022-00504-w
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    References listed on IDEAS

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    Cited by:

    1. Hsin-Hui Chou & Chao-Chin Huang & Pei-Yun Tu, 2023. "Towards becoming a service-dominant enterprise: an actor engagement perspective," Service Business, Springer;Pan-Pacific Business Association, vol. 17(2), pages 607-632, June.

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