LITERATURE REVIEW ON DIFFERENT CONCEPTUALISATIONS OF VALUE CREATION IN MARKETING

Yıl 2025, Cilt: 6 Sayı: 2, 55 - 78, 15.09.2025

Abdülkadir Şencan

Öz

Discussions about what marketing is and what it should be have been ongoing for many years. As a result of various paradigm shifts, marketing, which has evolved into its current form, is now at the dawn of a new evolution. The nature of the value at the core of marketing today, how it is created, and by whom, remains a subject of debate. The aim of this study is to explain the concept of value co-creation, which has been the most intriguing topic in marketing over the past 20 years. As a result of the literature review, three different frameworks for value co-creation emerged. These are the system-oriented value co-creation concept defined within the service-dominant logic framework, the consumer-oriented value co-creation concept, and the firm, management, and innovation-oriented value co-creation concept. Although there are nuances between these three different approaches, all three agree that value co-creation cannot be achieved without the presence of the consumer. In today's world, where not only companies seeking a competitive advantage but also consumers are willing to co-create value, it is important for managers to acknowledge that the consumer is the true creator of value and design processes accordingly.

Anahtar Kelimeler

Value Co-creation , Service Dominant Logic , Marketing

PAZARLAMADA BİRLİKTE DEĞER YARATMANIN FARKLI KAVRAMSALLAŞTIRMALARI ÜZERİNE LİTERATÜR TARAMASI

Öz

Uzun yıllardır pazarlamanın ne olduğu ve ne olması gerektiği üzerine tartışmalar süregelmektedir. Farklı paradigma değişimleri neticesinde bugünkü haline gelen pazarlama yeni bir evrimin şafağındadır. Günümüzde pazarlamanın merkezinde bulunan değerin ne olduğu, nasıl ve kim tarafından yaratıldığı hala tartışma konusudur. Bu çalışmanın amacı, pazarlamada son 20 yılın en ilgi çekici konusu olan birlikte değer yaratma kavramını açıklamaya çalışmaktır. Yapılan literatür taraması sonucunda ortaya üç farklı birlikte değer yaratma çerçevesi çıkmıştır. Bunlar hizmet baskın mantık çerçevesinde tanımlanmaya çalışılan sistem odaklı birlikte değer yaratma kavramı, tüketici odaklı birlikte değer yaratma kavramı ve firma, yönetim ve inovasyon odaklı birlikte değer yaratma kavramıdır. Bu üç farklı yaklaşım arasında nüanslar olsa da üçü de birlikte değer yaratmanın tüketicinin varlığı olmadan gerçekleşemeyeceği konusunda fikir birliğindedir. Yalnızca rekabet avantajı elde etmek isteyen firmaların değil tüketicilerin de birlikte değer yaratma istekliliğinde olduğu günümüzde yöneticilerin asıl değer yaratanın tüketici olduğunu kabul ederek süreçleri buna göre tasarlamaları önem arz etmektedir.

Anahtar Kelimeler

Birlikte Değer Yaratma , Hizmet Baskın Mantık , Pazarlama

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