A Consideration of Value Co-Creation in Branding of University Research-Laboratories

A Consideration of Value Co-Creation in Branding of University Research-Laboratories

Dung Thuy Nguyen (Japan Advanced Institute of Science and Technology, Japan), Kunio Shirahada (Japan Advanced Institute of Science and Technology, Japan) and Michitaka Kosaka (Japan Advanced Institute of Science and Technology, Japan)
Copyright: © 2017 |Pages: 20
DOI: 10.4018/978-1-5225-1793-1.ch080

Abstract

Since service dominant logic and co-creation have been applied to branding in the higher education sector as bottom-up building of brand, research laboratories have become an essential factor in university branding. This paper aims to explore branding of research laboratories based on value co-creation processes through real experiences in research laboratories. The authors' hypotheses have identified how research laboratory brand could be created and sustainably expanded based on co-creation between professors and students. Case studies in Japanese laboratories were assumed to have their operations based on service dominant logic to verify the hypotheses. In addition, the concept of trust as value-in-trust was evaluated through this research to identify ways in which research laboratory brands were directly and indirectly spread by co-creation. Thus, this research emphasized the concept that the core of stable and powerful brands was contributed by value co-creation of stakeholders who maintained their mutual trust.
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2. Service Dominant Logic And Value Co-Creation

Value in Goods dominant logic (G-D logic) is created at the moment of exchange. After that, customers use the goods, or the values-added inside them, value co-creation in the new mindset that occurs after value exchange. They currently describe customer values is something experienced by the customer in use situations (Smith & Ng 2012). In other words, values for customers mean that, they feel better after using a service process than before it has been offered to them. The service really helps them to solve their issues. Customers determine their satisfaction by themselves, not by the service suppliers. We can say that value is co-created when customers’ needs and requirements are fully met.

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