From Value Co-Production To

Value Co-Creation: a marketing

perspective on the (r)evolution from IKEA

to Starbucks

Business Voice SeriesWhen : 7 Dec 2010, 6:30pm – 8:30pmWhere : 21 FDRAssignment for MBA students: read Vargo & Lusch (2004), Evolving to a New Dominant Logicfor Marketing, Journal of Marketing , Vol. 68 (January 2004), 1–17

By Pierre-Nicolas SchwabPhD candidate

Solvay Business School