Reviving tradition-bound products: a case of value co-creation using rhetorical history

Author:

Ishizuka ChikakoORCID,Kuo-Che Tseng,Kishi Yasuyuki

Abstract

AbstractThis study explores the value co-creation framework to revive tradition-bound products using rhetorical history and service-dominant logic. This framework shows the effects of using historical significance to enable value co-creation in a new ecosystem by engaging consumers and local communities without eliminating their traditions. Existing studies merely discuss the methodology of a rhetorical emphasis on the authenticity of traditional industrial firms’ history to attract customers. This study explains the motivation to engage in value co-creation to transform tradition-bound businesses. Through these processes, businesses’ boundaries are thawed, and the customer becomes the advocate and thus, the driver of reviving tradition-bound products.

Funder

Japan Society for the Promotion of Science

Publisher

Springer Science and Business Media LLC

Subject

Strategy and Management,Business and International Management

Reference55 articles.

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