Revealing the essence of value‐in‐being: A Heideggerian paradigm of value co‐creation

Abstract

AbstractThis study presents a novel paradigm of “value‐in‐being,” offering an alternative to the prevailing customer‐centric approaches and their utilitarian focus on value‐in‐use that dominate the co‐creation literature. Drawing upon Heidegger's philosophy, the study derives the fundamental elements of value‐in‐being, emphasizing the crucial importance of subjective meaning, context‐specific purpose, and dwelling as key priorities for service design. By investigating the intricate relationship between Heideggerian philosophy and value‐in‐being, as well as its relation to value‐in‐use, this study provides valuable insights into the competing processes of value co‐creation and their impact on customer well‐being. Through theoretical analysis, the paper illustrates how organizations can cultivate more authentic experiences by embracing Heideggerian principles and giving prominence to value‐in‐being. The primary objective is to redirect the trajectory of services research, achieving a balance between value‐in‐use and value‐in‐being, while also serving as a roadmap for future investigations into the emerging paradigm of value‐in‐being within the co‐creation domain.