Journal for Social Creativity
Online ISSN : 2758-7746
DIY Culture and Service Dominant Logic
Masayuki Kurosawa
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2023 Volume 1 Issue 1 Pages 30-42


Under the current mass production/consumption economy, innovation patterns have become saturated and the creation of new business models may have reached its limits. As the next new economic dominant logic to come, we would like to build a business model utilizing “co-creation” that does not divide producers and consumers. Therefore, we will first focus on DIY, where production and consumption are carried out by the same person, and unravel the history and value of this activity to date. Next, we discuss the claims and contradictions of the Maker movement, which attempted to expand DIY activities and update them into business, and clarify the challenges of establishing a DIY/Maker culture under a mass production/consumption business model. On the other hand, I define the traditional mass production/consumption business model as the goods dominant logic, and focus on the service dominant logic, which discusses a new economic dominant logic as its counterpart. Among several concepts that constitute the service dominant logic, we will focus on ”co-creation” and explore the commonalities and fusion points with the aforementioned DIY/Make culture.

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