I gave a presentation yesterday at the Solvay Business School in Brussels which served also as marketing course to MBA students.

The purpose was to present to students a topic of importance within the current marketing research, namely the shift from product marketing to service marketing and how this shift is concerned with customer’s involvement.

This breakthrough in thought took place in 2004 when Vargo and Lusch published their now famous paper “from …”. In my presentation I dealt with one aspect of their paper that they discuss in their Foundational Premise #6: the customer is always a co-producer of value. Vargo and Lusch used the word “co-creation” and I researched the history of co-creation which goes back into the late 1970s.

I wanted to give a practical and not-boring presentation and used a lot of examples. If you’d like to read this presentation it is available online, free-of-charge. You just need to go to www.IntoTheMinds.com and fill in the form to access the extranet. Once the access is granted you’ll be able to visualize all public documents that IntoTheMinds puts at his clients and prospects disposal, among others this presentation.