Capitalizing on value dynamics

The great achievement of the Service-Dominant Logic by Vargo and Lusch (2004, 2006, 2008) has been the successful rejuvenation of subjective use value and co-creation in marketing. This opens the door for further a more explicit consideration of how human experience can be shaped via marketing. This conceptual paper contributes to this debate by pointing to the chances and limits of capitalizing of value dynamics. First, co-creation of value is described with the help of self-organization theory. Second, the S-D logic is taken to the social sphere, assuming that co-creation also implies not only customer value but also public value. As a result the S-D logic is interpreted as applied value management and as an organizing principle, which helps to understand how an organization relates to its environment, and shapes and reshapes not just customer value, but values in a social context.