Network-Dominant Logic: A Discourse Analysis on the Changing Perception of Value Creation

Abstract: This article seeks to understand how digital transformation has changed the perception on value creation from an actor-to-actor perspective. The chosen methodological approach is a discourse analysis with the intention to increase knowledge about how value creation is spoken of in practice. We identify two main discourses that capture the common language on value creation within the digital business industry. After elaborating on each of these discourses, a proposed extension to the Service-Dominant Logic was presented - Network-Dominant Logic. Lastly, we offer directions on future research and practical implications.