Abstract: Improving added value and productivity of services entails improving both value-in-exchange and value-in-use. Value-in-use is realized by value co-creation, where providers and receivers create value together. In higher education services, value-in-use comes from learners achieving learning outcomes (e.g., knowledge and skills) that are consistent with their learning goals. To enhance the learning outcomes of a learner, it is necessary to enhance and utilize the abilities of the teacher along with the abilities of the learner. To do this, however, the learner and the teacher need to build a consensus about their respective roles. Teachers need to provide effective learning content; learners need to choose the appropriate learning strategies by using the learning content through consensus building. This makes consensus building an important factor in value co-creation. However, methods to build a consensus about their respective roles may not be clearly established, making such consensus difficult. In this paper, we propose some strategies for consensus building between a teacher and a learner in value co-creation. We focus on a teacher and learner co-design and propose an analysis method to clarify a collaborative design process to realize value co-creation. We then analyze some counseling data obtained from a university class. This counseling aimed to build a consensus for value-in-use, learning outcomes, and learning strategies between the teacher and the learner.
Abstract: The value co-creation has gained much attention in
sales research, but less is known about how salespeople and
customers interact in the authentic business to business (B2B) sales
meetings. The study presented in this paper empirically contributes to
existing research by presenting authentic B2B sales meetings that
were video recorded and analyzed using observation and qualitative
content analysis methods. This paper aims to study key elements of
successful sales interactions between salespeople and customers/
buyers. This study points out that salespeople are selling value rather
than the products or services themselves, which are only enablers in
realizing business benefits. Therefore, our findings suggest that
promoting and easing open discourse is an essential part of a
successful sales encounter. A better understanding of how
salespeople and customers successfully interact would help
salespeople to develop their interpersonal sales skills.