Skip to main content

Research Repository

Advanced Search

Co-creation of value: A customer-integration approach

Hughes, Tim; Brooks, Ian


Tim Hughes
Professor in Applied Marketing

Profile Image

Ian Brooks
Senior Lecturer in Sustainable IT


Bang Nguyen

TC Melewar

Jane Hemsley-Brown


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.

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Peer Reviewed Not Peer Reviewed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
Publisher URL
Contract Date Feb 28, 2018


You might also like

Downloadable Citations