The Austrian view and value co-creation process in solution-oriented firms: A seven stage, "solution prototyping" framework. Issue 1 (2nd January 2020)

• Record Type: Journal Article
• Authors: Plouffe, Christopher R.; Nagel, Duane; Bonney, Leff; Hochstein, Bryan; Salas, Jim
• Is Part Of: Journal of marketing theory and practice. Volume 28:Issue 1(2020)
• Page Start: 79
• Page End: 97
• Publication Date: 2020-01-02
• Subjects: Marketing -- Periodicals; Marketing research -- Periodicals; Marketing -- Périodiques; Marketing -- Recherche -- Périodiques; Marketing; Marketing research; Periodicals; 658.8005
• DOI: 10.1080/10696679.2019.1671202
• Languages: English
• ISSNs: 1069-6679

Abstract

ABSTRACT: We develop a conceptual framework that examines the behavior of the solutions-oriented-firm from initial solutions generation, through the "sale" and delivery to an initial customer, and its potential dissemination to the broader marketplace as a more standardized product/service offering. Particular attention is paid to the emerging discussion of value co-creation and Service-Dominant logic. Key tenets of the Austrian School of Economics are leveraged to identify how the selling firm, sales employee, and buying firm co-create value, and the "solution" itself. Thus, providing a deeper understanding of the "end-to-end" value chain of activities and drivers of firm performance.