27. Brian Arthur, External Professor, Santa Fe Institute
and Visiting Researcher, Intelligent Systems Lab,
PARC
収穫逓減：経済の伝統的な部分、物理材料・最適化。計画・制御・階層性
収穫逓増：情報・知識産業、心理・適応。観察・ミッション・組織平坦化
29. Crowdsourcing Traditional company
business
type
digital business various
system type
open system
TSP(Two-Sided-Platform)
MSP(Multi-Sided-Platform)
closed system
vertically integrated
elements
platform company,
crowd(customer), crowd(creators)
company, employee
value are
shared?
common value are shared in the
platform, service system
company’s vision are
shared.
unit of
analysis
business model, service system company
ref: Sawatani, Y.& Nishiyama, K., “クラウドソーシングとクラウドファンディング︓ 群衆時代の価値共創”, preparing for HBR
32. Revised Foundational Premises (2016 update)
FP1 Service is the fundamental
basis of exchange.
Axiom status
FP2 Indirect exchange masks the
fundamental nature of
exchange.
FP3 Goods are distribution
mechanism for service
provision.
FP4 Operant resources are the
fundamental source of
competitive advantage
Operant resources are the
fundamental source of Strategic
benefit. Axiom status
FP5 All economies are service
economies.
S. L. Vargo and R. F. Lusch, "The Four Service Marketing Myths: Remnants of a Goods-
Based, Manufacturing Model", Journal of Service Research, 2004 6, pp. 324-335
33. Revised Foundational Premises (2016 update)
FP6 The customer is always a co-
creator of value
Value is cocreated by multiple
actors, always including the
beneficiary. Axiom status
FP7 The enterprise can not deliver
value, but only offer value
propositions
Actors can not deliver value, but
can participate in the creation and
offering of value propositions.
FP8 A service-centered view is
inherently customer oriented
and relational.
A service-centered view is
inherently beneficiary oriented
and relational.
FP9 All economic actors are
resource integrators
Axiom
FP10 Value is always uniquely and
phenomenological
determined by the beneficiary
Axiom
PF11 Value cocreation is coordinated through
actor-generated institutions and
institutional arrangements. AxiomS. L. Vargo and R. F. Lusch, "The Four Service Marketing Myths: Remnants of a Goods-
Based, Manufacturing Model", Journal of Service Research, 2004 6, pp. 324-335
34. Axiom (2016 update)
Axiom1/F
P1
Service is the fundamental basis of exchange.
Axiom2/F
P6
Value is cocreated by multiple actors, always
including the beneficiary.
Axiom3/F
P9
All economic actors are resource integrators
Axiom4/F
P10
Value is always uniquely and phenomenological
determined by the beneficiary
PF11 Value cocreation is coordinated through actor-
generated institutions and institutional arrangements.
S. L. Vargo and R. F. Lusch, "The Four Service Marketing Myths: Remnants of a Goods-
Based, Manufacturing Model", Journal of Service Research, 2004 6, pp. 324-335
49. 参考文献
Vargo, Stephen L. and Robert F. Lusch, "Institutions
and axioms: an extension and update of service-
dominant logic”, Journal of the Acad. Mark. Sci., 2016.
Sawatani, Y.& Nishiyama, K., “クラウドソーシングとク
ラウドファンディング︓ 群衆時代の価値共創”,
preparing for HBR.
Redefining Boundaries Insights from the Global C-suite
Study, 2015, IBM
