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From Value
Co-Production To
Value
Co-Creation:
a marketing
perspective on the
(r)evolution from
IKEA to Starbucks
Business Voice Series
When : 7 Dec 2010, 6:30pm – 8:30pm
Where : 21 FDR
Assignment for MBA students: read Vargo & Lusch (2004), Evolving to a New Dominant Logic
for Marketing, Journal of Marketing , Vol. 68 (January 2004), 1–17
By Pierre-Nicolas Schwab
PhD candidate
Solvay Business School

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From Co-Production to Co-Creation: A Marketing Perspective

  • 1. From Value Co-Production To Value Co-Creation: a marketing perspective on the (r)evolution from IKEA to Starbucks Business Voice Series When : 7 Dec 2010, 6:30pm – 8:30pm Where : 21 FDR Assignment for MBA students: read Vargo & Lusch (2004), Evolving to a New Dominant Logic for Marketing, Journal of Marketing , Vol. 68 (January 2004), 1–17 By Pierre-Nicolas Schwab PhD candidate Solvay Business School