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Co-creation of value: A customer-integration approach

Hughes, Tim; Brooks, Ian

Authors

Tim Hughes Tim.Hughes@uwe.ac.uk
Professor in Applied Marketing

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Ian Brooks Ian.Brooks@uwe.ac.uk@uwe.ac.uk
Senior Lecturer in Sustainable IT



Contributors

Bang Nguyen bang.london@gmail.com
Editor

TC Melewar t.c.melewar@mdx.ac.uk
Editor

Jane Hemsley-Brown j.hemsley-brown@surrey.ac.uk
Editor

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.

Publication Date Feb 21, 2019
Peer Reviewed Not Peer Reviewed
Series Title Routledge Studies in Marketing
Book Title Strategic Brand Management in Higher Education
Chapter Number 9
ISBN 9780367139421
APA6 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 EducationRoutledge
Keywords Service-dominant logic; co-creation in higher education
Publisher URL https://www.routledge.com/Strategic-Brand-Management-in-Higher-Education/Nguyen-Melewar-Hemsley-Brown/p/book/9780367139421
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