Co-creation of value on the agricultural implements industry: a case study of John Deere and its dealers

Abstract

The process of co-creation is a relevant way to support the innovation process and build sustainable competitive advantage. The Service-Dominant Logic (SDL) has increasingly received interest from researchers, as an important milestone in the marketing discipline as science, business and social function. The present study has the aim of analyse the proximities and distances of John Deere and its dealer network in relation to SDL. From the case study, the results showed, paradoxically, that John Deere has more proximities to SDL than its dealers do.