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Value is

co-created

by the customerand the firm

Premise:

Implication:

Manifestation:

Focus on

experiencenetworks

Customer-Firm

interaction is locusof value

co-creation

Co-creationexperiences are

the basis of value

Focus oninnovatingexperience

environments

Personalization of

the co-creationexperience

The individual iscentral to theco-creation

experience

Variety

of co-creation

experiences throughheterogeneous

interactions

Focus on the

quality ofcustomer-firm

interactions

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