Network-Dominant Logic: A Discourse Analysis on the Changing Perception of Value Creation

Detta är en Master-uppsats från Göteborgs universitet/Graduate School

Sammanfattning: This article seeks to understand how digital transformation has changed theperception on value creation from an actor-to-actor perspective. The chosen methodologicalapproach is a discourse analysis with the intention to increase knowledge about how valuecreation is spoken of in practice. We identify two main discourses that capture the commonlanguage on value creation within the digital business industry. After elaborating on each ofthese discourses, a proposed extension to the Service-Dominant Logic was presented -Network-Dominant Logic. Lastly, we offer directions on future research and practicalimplications.

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