Co-creation as a proposal to value creation: the Dental America company case

Abstract

This study searched to identify how to micro and small enterprises, even in their limited financial and human resources, can use the co-creation value proposition to the customer for differentiation, and to remain competitive in the market. This is the Dental America case study, a company which operates in the provision of orthodontic products. The Dominant Logic of the Service, the co-creation of value and how to operate micro and small enterprises in this context were analyzed as conceptual reference. Direct and indirect observational analysis of the company in question was performed, as well as data from market research conducted by Dental America. It was founded that, although it already performs some informal actions that contribute to value co-creation, the company under study needs to rethink the processes for building shared value. We conclude that as it evolves into a different dominant logic focused on intangible assets, the practices of value co-creation become essential for companies to remain competitive.