The paradigm shift from value creation to value "co-creation" calls for a deeper grasp of organizational learning in marketing theory. This paper adopts a cybernetic view of the process of value co-creation to shed light on its relevant aspects and to supply a framework to implement operations and strategies to foster this process. Can cybernetics help to better understand the process of value co-creation? Can the Viable System Model (Beer, 1979) be a sound approach to shape a more effective value co-creation process able to achieve higher satisfaction and value? In this theoretical paper we will show how cybernetic can be effectively used to give a positive answer to both questions above
Dominici, G., Espejo, R. (2014). Cybernetics of Value Co-creation. In Proceedings of the Business Systems Laboratory 3rd International Symposium “Advances in Business Management. Towards Systemic Approach” (pp. 363-370).
Cybernetics of Value Co-creation
DOMINICI, Gandolfo;
2014-01-01
Abstract
The paradigm shift from value creation to value "co-creation" calls for a deeper grasp of organizational learning in marketing theory. This paper adopts a cybernetic view of the process of value co-creation to shed light on its relevant aspects and to supply a framework to implement operations and strategies to foster this process. Can cybernetics help to better understand the process of value co-creation? Can the Viable System Model (Beer, 1979) be a sound approach to shape a more effective value co-creation process able to achieve higher satisfaction and value? In this theoretical paper we will show how cybernetic can be effectively used to give a positive answer to both questions above
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