Service-Dominant Logic and Consumer Culture Theory: Value Co-Creation in Small Business Community

Handyanto Widjojo, Avanti Fontana, Gita Gayatri, Agus W. Soehadi

Research output: Contribution to conferencePaperpeer-review


This paper explores the interaction of multi-actors to co-create value in small business community. It expresses the extension and application of new fundamental premises 11 and axioms 5 in Service-Dominant Logic (SDL) combined with Consumer Culture Theory (CCT) concept that leads toward operand and operant resource integration in the community. The integration goes through dynamic service exchange as a result of interaction within and among members in the community that creates nested and interlocking service ecosystem to yield value co-creation. Small business community needs to co-create value to overcome the individual limitation to grow their business. The interaction of main actors in optimizing value co-creation shows an important role in the innovation process. This research proposes small business community as a platform of interaction on the ecosystem. The interaction between members and community is driven by engaging, educating and enriching among others. The members will create the uniqueness and differentiation from the others while sharpening the capability and the capacity to produce dynamic interaction. The interaction leads to value co-creation that plays an important role on each step of innovation process. This paper gives contribution to the development of collaboration between SDL-CCT. The research model will be beneficial to develop an alternative marketing and business model as well as to drive the growth and the contribution of micro, small, and medium entreprises on society, environment, and economy.
Original languageEnglish
Publication statusPublished - 2017
EventInternational Conference on Finance, Management and Business - ID, Jakarta, Indonesia
Duration: 1 Jan 2017 → …


ConferenceInternational Conference on Finance, Management and Business
Period1/01/17 → …


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