Value Network Segmentation: A Three-Factor Model

  • Nanda ViswanathanEmail author
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)


The evolution toward a service-dominant logic necessitates a reexamination of how value is created and a consideration of how co-created value impacts marketing strategy. The effect of co-created value networks on a specific aspect of marketing strategy; market segmentation is examined. Heterogeneity in market demand as represented by the intensity level of customer participation in value creation, in combination with stages of value creation, and customer type is identified as a new basis for market segmentation.


Segmentation Co-creation Customer value Marketing strategy 


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Copyright information

© Academy of Marketing Science 2019

Authors and Affiliations

  1. 1.Farmingdale State College (SUNY)FarmingdaleUSA

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