Co-creation of value and perspective of the dominant logic: a study in a company in the aviation industry

Abstract

Companies live in an increasingly turbulent environment. Globalization, the reduction in life cycle of products and processes and the convergence of technology change at any time the rules of competition, whether countries, industries or companies. The topics co-creation of value and the dominant logic in service appear in this new environment, as a key source of competitive advantage. In this context, this article aims to verify that clients generally contribute actively in the co-creation of value of business aviation industry from the perspective of the dominant logic in service. To reach that goal, we conducted an exploratory descriptive qualitative approach. We conducted a case study, using as a tool for collecting data to semi-structured in-depth individual with the owners of a small technology based company in the aeronautics industry. With the results, it is observed that the small company analyzed the aeronautical sector client is a major player in creating value. Thus, there is evidence of a system based on co-creation of value, because the company assumes that customers are partners and co-producers in developing new services. And that co-create value with customers has become a new source of power to the business strategy.