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Value is the output of the Value Co-creation process. In S-D logic, value is related to the customer (e.g. in FP10); for this, the concept of Value is related to the<br/>(Customer’s) Context, with the exact content of value to be determined ‘contextually and idiosyncratically’ by the customer. The concept ‘value-in-context’ was introduced recently in the literature of S-D logic, in order to enhance the concept of ‘value-inuse’ with contextual dimensions. Value affects also the Provider, as a result of FP1 (“service is the fundamental basis of exchange”), namely that ‘service is exchanged for service’. This premise introduces a reciprocal relationship in value co-creation, which takes the form of feedback (direct and indirect, through market success and monetary measures). [[Category:SSKE Knowledge/Value]]

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