Value in use.....again!

An important observation from the 10 foundational premises (FP) of SD logic is the fact that there is no value until the customer or user incorporates the firm's offerings into their lifes. This means that there is no value until the offerings are used. If and when they use the offerings then only then they will get the value in use. Now, relating this to today's question of  "can you give me an example of value in use in SPIN?", it is no wonder that Nazul took some time in answering it. If we look at SPIN as a product (or goods) then according to FP3 it is just a distribution mechanism for service provision. This means that it derives its value through use. The value in use on the other hand is determined by the user (FP6, FP10). My value in use is definitely different from another person value in use. Since SPIN is not really popular in terms of usage (it is only enforcement that made it 'usable') it implies that the value in use of SPIN is quite low amongst users. This may be due to several factors. It can be usability factors as mentioned by Dr Dalbir or it can also be that the users are not able to unlock the value due to some lack in (or unable to integrate) resources (operant and/or operand)  or it might be that the value propositions offered (FP7) are not well defined. So, getting back to the question....to give a particular example that exhibit value in use in SPIN is I think no as easy as it first seems. Looking at it from an instructor point of view (that is me), the only value in use that I get from SPIN ( this means that I co-created this particular value with SPIN) is communication with my students via e-mail (since SPIN provides me with a one stop e-mail facility). The value this gives me is some peace of mind, since I know that if I go into SPIN then I can look up the students' e-mail with ease and thus I can communicate with them at any time regarding urgent matters.

Today's presentation uncovers an important fact. To explain the meaning of value, value in use, value co-creation to an uninitiated audience is both challenging and enlightening. It forces us to think about the issue at hand and it will make us question our own understanding. That is part and parcel of academic discourse. At the end of it everyone learns and everyone benefits. It will definitely makes us intellectually matured.

Reference:

To look up the meanings of the FPs mentioned in the post you can look up:

Vargo and Akaka, (2009) Service Dominant Logic as a Foundation for Service Science: Clarifications. Service Science 1(1), pp: 32-41