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Keywords: Co-created value
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Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing (2026) 40 (2): 220–237.
Published: 05 September 2025
...). In the context of EAI, this framing emphasizes that technologies themselves are not isolated value generators, but tools that enable dynamic, collaborative service encounters. SDL, then, complements ToC by articulating how those actors engage, coordinate and co-create value throughout the health-care ecosystem...
