title: Identifying the Processes of Value Co-Creation

authors: Rashid, Yasir

subjects: Value Co-Creation

abstract: This study aimed to address the issues pertaining practicalities of value co-creation from the perspective of Service-Dominant Logic (S-D) of Marketing. Using an interpretive strategy and case study method, this study responds to the call for empirical treatment of Service-Dominant Logic conceptualization. This is done by answering the question “how does integrating resources co-create value?”. A multiple-actor framework of value co-creation is derived from empirical material interpretation incorporating the nature of value realized by actors, resources and actor classifications, nature of interactions, and stages in value co-creation. 

The outcome of this study suggests that value co-creation is a system where actors engage in dialogues with the aim of improving ‘personal situations’. This system is comprised of various processes at four stages. For instance, resources integration among actors happens at a collaboration stage that co-creates consequences. These consequences are experiences, service offerings, relationships and fluctuations in resources and skills. Resources integration is done through reciprocal co-operative dialogue among actors. These dialogues have four types: initiating, building, sharing and critiquing (IBSC). In the next stage, value is realized in the form of inter-related facets: knowledge, monetary, relationship, functional and experience value. All these value facets together increase or decrease the experience value. Once value is realized, the next stage is the appraisal of the overall experience in the form of positive word of mouth, willingness to participate in the future, innovation, and premium valuation of the service offerings. Positive appraisal results in the improved situations of actors. Improved situations are: increase in resources, actors satisfaction, long-term and sustainable partnerships, and successful service delivery. A negative appraisal recognizes in the co-destruction of value. 

This framework is significant because in addition to providing implications for marketing theory and future research, 4E’s of value co-creation matrix (Engage, Event Space, Evaluation , Encourage) which are focused on resource integrations and actors, are recommended for value co-creation practices. 4E’s of value co-creation also question the efficacy of marketing mix in framing managerial decisions. 4E’s of value co-creation presents a service dominant perspective on developing marketing strategies.

text: Identifying the Processes of Value Co-Creation This study aimed to address the issues pertaining practicalities of value co-creation from the perspective of Service-Dominant Logic (S-D) of Marketing. Using an interpretive strategy and case study method, this study responds to the call for empirical treatment of Service-Dominant Logic conceptualization. This is done by answering the question “how does integrating resources co-create value?”. A multiple-actor framework of value co-creation is derived from empirical material interpretation incorporating the nature of value realized by actors, resources and actor classifications, nature of interactions, and stages in value co-creation. 

The outcome of this study suggests that value co-creation is a system where actors engage in dialogues with the aim of improving ‘personal situations’. This system is comprised of various processes at four stages. For instance, resources integration among actors happens at a collaboration stage that co-creates consequences. These consequences are experiences, service offerings, relationships and fluctuations in resources and skills. Resources integration is done through reciprocal co-operative dialogue among actors. These dialogues have four types: initiating, building, sharing and critiquing (IBSC). In the next stage, value is realized in the form of inter-related facets: knowledge, monetary, relationship, functional and experience value. All these value facets together increase or decrease the experience value. Once value is realized, the next stage is the appraisal of the overall experience in the form of positive word of mouth, willingness to participate in the future, innovation, and premium valuation of the service offerings. Positive appraisal results in the improved situations of actors. Improved situations are: increase in resources, actors satisfaction, long-term and sustainable partnerships, and successful service delivery. A negative appraisal recognizes in the co-destruction of value. 

This framework is significant because in addition to providing implications for marketing theory and future research, 4E’s of value co-creation matrix (Engage, Event Space, Evaluation , Encourage) which are focused on resource integrations and actors, are recommended for value co-creation practices. 4E’s of value co-creation also question the efficacy of marketing mix in framing managerial decisions. 4E’s of value co-creation presents a service dominant perspective on developing marketing strategies.

year: 2015

title: The Food Sovereignty Challenge to the Corporate Food Regime: Food for Thought

authors: Howard, Darelle Jane

subjects: Food Sovereignty

abstract: This thesis forms part of an ongoing project working with Neilson (2012; Neilson & Stubbs, 2016) towards a revised version of regulation theory that is still a workin-progress. I have struggled towards a conceptual framework that distinguishes key concepts ‘model of development’, ‘food regime’ and ‘agricultural system’. I argue that this conceptual framework enables a more thorough analysis of the current era and also provides a tool for conceptualising a new one.
I extend on the standard accounts of the concept ‘food regime’ (Friedmann, 1987; McMichael, 1992; 2009b) and attempt to more clearly delineate what I call the ‘agricultural system’, from the regulation/accumulation coupling (i.e. model of development). The corporate food regime while being essentially equivalent to the neoliberal model of development in agriculture, remains distinct from it because the food regime includes, yet is still distinct from, the prevailing model of development which over time transforms the pre-existing regulatory framework of the food regime.
Using my conceptual framework, I critique the dominant agricultural system as environmentally destructive and (key to my project) undermining of food sovereignty. The dominant agricultural system is influenced by, though not solely or directly, the prevailing corporate food regime. The current food regime is largely responsible for the threat to food sovereignty in the current era. However, food sovereignty is an inclusive movement that challenges the dominant agricultural system and I put forward the argument that a new food regime should be premised on food sovereignty.
I investigate emerging agricultural systems in Rome in order to think about the practical realities of alternatives to the dominant agricultural system that are based on food sovereignty. My field research was based on in-depth interviews using a qualitative approach. I looked at both production and consumption elements of an emerging agricultural system – central to any economic system. I met with GAS Testaccio Meticcio and three local producers, La Nuova Arca, Barikamà and Il Papavero.
I pursued a multi-level research agenda that is theoretically informed and grounded in a sense of the big picture and an associated political agenda, and yet goes all the way down to the micro-level of empirical field research. My thesis is structured following this multi-levelled agenda. Beginning with the theoretical foundations I move to a national experience before honing down on the substantive emergence of agricultural systems in Rome. Finally, I integrate these levels in a discussion of a new food regime.
Advocating for structural changes that focus on improving food sovereignty is by no means an original stance. However, my contribution comes from my core argument that the best chance of achieving such goals is through the conceptualisation and implementation of a new food regime. The centre-piece of such a regime needs to be a national template and practical strategy for promoting food sovereignty. Although I have made progress developing my revised account of the relationship between regulation and accumulation in agriculture, there are limitations to my framework which I will continue to work on.

text: The Food Sovereignty Challenge to the Corporate Food Regime: Food for Thought This thesis forms part of an ongoing project working with Neilson (2012; Neilson & Stubbs, 2016) towards a revised version of regulation theory that is still a workin-progress. I have struggled towards a conceptual framework that distinguishes key concepts ‘model of development’, ‘food regime’ and ‘agricultural system’. I argue that this conceptual framework enables a more thorough analysis of the current era and also provides a tool for conceptualising a new one.
I extend on the standard accounts of the concept ‘food regime’ (Friedmann, 1987; McMichael, 1992; 2009b) and attempt to more clearly delineate what I call the ‘agricultural system’, from the regulation/accumulation coupling (i.e. model of development). The corporate food regime while being essentially equivalent to the neoliberal model of development in agriculture, remains distinct from it because the food regime includes, yet is still distinct from, the prevailing model of development which over time transforms the pre-existing regulatory framework of the food regime.
Using my conceptual framework, I critique the dominant agricultural system as environmentally destructive and (key to my project) undermining of food sovereignty. The dominant agricultural system is influenced by, though not solely or directly, the prevailing corporate food regime. The current food regime is largely responsible for the threat to food sovereignty in the current era. However, food sovereignty is an inclusive movement that challenges the dominant agricultural system and I put forward the argument that a new food regime should be premised on food sovereignty.
I investigate emerging agricultural systems in Rome in order to think about the practical realities of alternatives to the dominant agricultural system that are based on food sovereignty. My field research was based on in-depth interviews using a qualitative approach. I looked at both production and consumption elements of an emerging agricultural system – central to any economic system. I met with GAS Testaccio Meticcio and three local producers, La Nuova Arca, Barikamà and Il Papavero.
I pursued a multi-level research agenda that is theoretically informed and grounded in a sense of the big picture and an associated political agenda, and yet goes all the way down to the micro-level of empirical field research. My thesis is structured following this multi-levelled agenda. Beginning with the theoretical foundations I move to a national experience before honing down on the substantive emergence of agricultural systems in Rome. Finally, I integrate these levels in a discussion of a new food regime.
Advocating for structural changes that focus on improving food sovereignty is by no means an original stance. However, my contribution comes from my core argument that the best chance of achieving such goals is through the conceptualisation and implementation of a new food regime. The centre-piece of such a regime needs to be a national template and practical strategy for promoting food sovereignty. Although I have made progress developing my revised account of the relationship between regulation and accumulation in agriculture, there are limitations to my framework which I will continue to work on.

year: 2017

title: Formulaic Discourse Patterning in Mōteatea

authors: Roa, Te Raukura o Te Rangimarie

subjects: mōteatea

abstract: Oral formulaic composition, which involves the use of communally owned formulae of various kinds, is a common feature of verbal arts produced in many different languages. It is particularly associated with pre-literate cultures and tends to be gradually replaced by more individualistic verbal art forms when societies become literate. There are very few publications in which the analysis of mōteatea (Māori laments) is linked explicitly to oral formulaic theory. Nevertheless, there is, I believe, sufficient evidence in published sources to indicate that traditional mōteatea (defined here as mōteatea that are not fundamentally influenced by European cultural beliefs and practices) exhibit evidence of regularly recurring, conventional themes (such as death, separation, loss and travel) and motifs (such as the setting sun, the presence of rain or mist and sleeplessness).  There is, however, considerably less evidence that traditional mōteatea make extensive use of verbal formulae, that is, of the same or very similar groups of words derived from a common store of poetic resources. Although there are references in the literature to the conventionalized use of language in mōteatea, and although it has been claimed that there are at least some commonly recurring verbal expressions, this is by no means evidence of reliance on a common stock of verbal formulae. Indeed, no attempt has hitherto been made to define precisely what might be meant by the term 'oral formula' in the context of compositions in te reo Māori, something that is clearly required in view, in particular, of the fact that the phrasal structure of the language means that certain groupings (e.g. i te X; ki te X) are very likely to occur in certain contexts irrespective of genre. Furthermore, in the literature on oral formulaic composition, oral formulae are generally linked to particular metrical conditions and there is, it is argued here, no convincing empirically-based evidence that mōteatea conform to any common metrical structure or structures (see Chapters 2 and 4).

In the context of a critical review of selected literature on oral formulaic theory (Chapter 2) and mōteatea (Chapter 3), this thesis sets out to test the hypothesis that traditional mōteatea were composed, in whole or in large part, from a common stock of oral formulae. The conclusion, based on analysis of a selection of mōteatea included in Ngā mōteatea, a collection initially established by Sir Apirana Ngata, is that this hypothesis must be rejected (Chapter 4). However, a model derived from a review of selected literature on discourse structure (Chapter 5) was also applied to the analysis of a sample of these mōteatea (Chapter 6). On the basis of this analysis, it is concluded that they exhibit one of two very similar discourse prototypes, each of which involves a particular combination of discourse elements. What distinguishes the two prototypes is the fact that only one of them is characterized by the inclusion of hortatory sections in which the poet urges one or more of the protagonists to undergo one or more steps or stages required to achieve a particular outcome, such as entry into the spirit world or vengeance for death and/ or humiliation.

text: Formulaic Discourse Patterning in Mōteatea Oral formulaic composition, which involves the use of communally owned formulae of various kinds, is a common feature of verbal arts produced in many different languages. It is particularly associated with pre-literate cultures and tends to be gradually replaced by more individualistic verbal art forms when societies become literate. There are very few publications in which the analysis of mōteatea (Māori laments) is linked explicitly to oral formulaic theory. Nevertheless, there is, I believe, sufficient evidence in published sources to indicate that traditional mōteatea (defined here as mōteatea that are not fundamentally influenced by European cultural beliefs and practices) exhibit evidence of regularly recurring, conventional themes (such as death, separation, loss and travel) and motifs (such as the setting sun, the presence of rain or mist and sleeplessness).  There is, however, considerably less evidence that traditional mōteatea make extensive use of verbal formulae, that is, of the same or very similar groups of words derived from a common store of poetic resources. Although there are references in the literature to the conventionalized use of language in mōteatea, and although it has been claimed that there are at least some commonly recurring verbal expressions, this is by no means evidence of reliance on a common stock of verbal formulae. Indeed, no attempt has hitherto been made to define precisely what might be meant by the term 'oral formula' in the context of compositions in te reo Māori, something that is clearly required in view, in particular, of the fact that the phrasal structure of the language means that certain groupings (e.g. i te X; ki te X) are very likely to occur in certain contexts irrespective of genre. Furthermore, in the literature on oral formulaic composition, oral formulae are generally linked to particular metrical conditions and there is, it is argued here, no convincing empirically-based evidence that mōteatea conform to any common metrical structure or structures (see Chapters 2 and 4).

In the context of a critical review of selected literature on oral formulaic theory (Chapter 2) and mōteatea (Chapter 3), this thesis sets out to test the hypothesis that traditional mōteatea were composed, in whole or in large part, from a common stock of oral formulae. The conclusion, based on analysis of a selection of mōteatea included in Ngā mōteatea, a collection initially established by Sir Apirana Ngata, is that this hypothesis must be rejected (Chapter 4). However, a model derived from a review of selected literature on discourse structure (Chapter 5) was also applied to the analysis of a sample of these mōteatea (Chapter 6). On the basis of this analysis, it is concluded that they exhibit one of two very similar discourse prototypes, each of which involves a particular combination of discourse elements. What distinguishes the two prototypes is the fact that only one of them is characterized by the inclusion of hortatory sections in which the poet urges one or more of the protagonists to undergo one or more steps or stages required to achieve a particular outcome, such as entry into the spirit world or vengeance for death and/ or humiliation.

year: 2008