Coordination mechanisms and the role of taskscape in value co-creation: The British ‘milkman’

Hoerger, Christian and Ward, Philippa ORCID: 0000-0002-4971-8908 (2023) Coordination mechanisms and the role of taskscape in value co-creation: The British ‘milkman’. Journal of Business Research, 162. Art 113849. doi:10.1016/j.jbusres.2023.113849

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Service-dominant (S-D) logic holds that coordination mechanisms contribute to value cocreation. This research explores everyday social interaction processes in Britain's nocturnal, recurrent milk doorstep-delivery service. It uses ethnographic fieldwork with service providers (‘milkmen’) and semi-structured customer interviews and online feedback to enrich understandings. Space-time-culture dimensions are linked with existing S-D logic conceptions of value cocreation. Using Ingold’s (1993) perspective, the doorstep becomes a taskscape, with dwelling activities, a temporality of rhythmic interrelations, and patterns of resonance – uniting practices and institutions. (Interactive) dwelling activities, (reliable) rhythms, and (contextual) romanticization are the central coordination mechanisms in this iconic service, and shape micro-, meso- and macro-level interactions. Their effect on value cocreation is considerable as they derive from mutual projections, reflections, and individual understandings of customers’ doorsteps as shared- temporally-located interaction taskscapes. This realizes value cocreation as part of the life of the world, performed amid its material, temporal and social entanglements.

Item Type: Article
Article Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Schools and Research Institutes > School of Business, Computing and Social Sciences
Research Priority Areas: Applied Business & Technology
Depositing User: Philippa Ward
Date Deposited: 07 Mar 2023 10:28
Last Modified: 26 Sep 2023 15:49

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