Value Creation

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The process of co-creation is refined much more by the Vargo and Lusch in their 2006 article as they move away from the term co-production; heavily rooted in Goods Dominant logic.

“S-D logic, how- ever, argues that value can only be created with and determined by the user in the ‘consumption’ process” (Lusch and Vargo 2006, pp.281-288).

If this were Dino Snores I would align this with the notion that the stand-up comedian has no value if he has no audience, by going and watching the performance the participants and co creating the events value.

The idea of relationships and interactions creating value is not a new idea. First proposed in Affordance theory by Gibson (1979) explores how only through prior knowledge or understanding of how to interact with an object are you able to attain any value from an interaction. Dino Snores supports this theory by as without he consumers ability to comprehend the information and artefacts being provided on display they are unable to gain joy from them and will interact with the event differently.


Interaction is a thread that runs through a majority of Service Dominant Logic. Many people such as Achrol and Kotler (1999, pp.146-164) argue that networks are what is most valuable in making these connections of value for the consumer in the marketing process. Although this point is correct in some of the earlier Service Dominant Logic theory it is later addressed within the FP9 of the Key Foundational Premises and the importance of networks.

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Key Foundational Premises

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