Co-creation of value: A customer-integration approach

Hughes, Tim; Brooks, Ian

Abstract

The increasing influence of market competition on higher education has been criticized for a focus on short term gains rather than scholarly development. An alternative view of the market that may be more appropriate is provided by Service-Dominant logic (S-D Logic). Value co-creation takes place through resource integration and service exchange, enabled and constrained by institutions and institutional arrangements. Lecturers combine their knowledge with that of the students to develop the students’ resources. A co-creative approach based on S-D Logic challenges universities to take on board how they create value for their students and other stakeholders. Implications are discussed for the student experience and student engagement. In addition, the role of the university in developing collaborative ecosystems in the wider community is discussed. A case study is provided to stimulate discussion on how far students can and should co-create their own curriculum.

Citation

Hughes, T., & Brooks, I. (2019). Co-creation of value: A customer-integration approach. In B. Nguyen, T. Melewar, & J. Hemsley-Brown (Eds.), Strategic Brand Management in Higher Education. Routledge

• Publication Date: Feb 21, 2019
• Deposit Date: Feb 28, 2018
• Publicly Available Date: Oct 22, 2020
• Peer Reviewed: Not Peer Reviewed
• Series Title: Routledge Studies in Marketing
• Book Title: Strategic Brand Management in Higher Education
• Chapter Number: 9
• ISBN: 9780367139421
• Keywords: Service-dominant logic; co-creation in higher education
• Public URL: https://uwe-repository.worktribe.com/output/874533
• Publisher URL: https://www.routledge.com/Strategic-Brand-Management-in-Higher-Education/Nguyen-Melewar-Hemsley-Brown/p/book/9780367139421