Service network value co-creation: Defining the roles of the generic actor

The traditional goods dominant logic lexicon assumes pre-specified and static roles of market participants. Fixed roles such as ‘supplier’ and ‘customer’ imply that value creation occurs between two parties (the dyad) and occurs in a specified direction (i.e., from a supplier to a customer). In contrast, service dominant logic suggests that markets are comprised of generic actors engaged in bilateral actor-to-actor exchanges. However, the...