DART Scale Development: Diagnosing a Firm's Readiness for Strategic Value Co-creation. Issue 1 (2nd January 2016)

• Record Type: Journal Article
• Authors: Albinsson, Pia A.; Perera, B. Yasanthi; Sautter, Pookie Truly
• Is Part Of: Journal of marketing theory and practice. Volume 24:Issue 1(2016)
• Page Start: 42
• Page End: 58
• Publication Date: 2016-01-02
• Subjects: Marketing -- Periodicals; Marketing research -- Periodicals; Marketing -- Périodiques; Marketing -- Recherche -- Périodiques; Marketing; Marketing research; Periodicals; 658.8005
• DOI: 10.1080/10696679.2016.1089763
• Languages: English
• ISSNs: 1069-6679

Abstract

Abstract : Value co-creation (VCC) requires firms to shift their operations from firm-centric, closed systems to more collaborative environments dedicated to the creation of reciprocal value for their network of value partners and consumer communities. This article presents the development of the DART scale that measures dimensions ofD ialogue, A ccess, R isk assessment, andT ransparency in customer interactions within the service experience environment. Evaluating the four dimensions allows firms to assess their institutional readiness for strategic value co-creation and encourages firms to reflect upon their use of structures and policies that support a climate conducive to strategic value co-creation.