NewRole of Consumers inValueCo-Creation

Abstract

Recently, in an increasingly competitive, many researchers have questioned the traditional view of the role of businesses andconsumers. In Service-dominant-logic which was proposed by Stephen Vargo and Robert Lusch, consumers or customers asextended to the value creators. In this paper, in the context ofmanagement diagnosis, author theoretically and conceptually examinethe newrole of consumers as value creators. The author suppose that it is important to point out that commitment to value and valuefromit on value co-creation.