La co-creación de valor como ventaja competitiva en los politécnicos del interior de Portugal, por la perspectiva de la Service Dominant Logic

Zusammenfassung

The research seeks to understand and analyze how the co-creation of value, based on Service Dominant Logic (SDL), can be strategically implemented in the management of Polytechnic Higher Education institutions in Portugal, allowing them to achieve a competitive advantage for an efficient students attraction. Higher education has been attracting the attention of researchers due to the growing competition between institutions to attract students, which makes it increasingly necessary for this sector to adopt marketing management strategies that provide added value to service actors. In this sense, the latest developments in service, such as the SDL (Vargo & Lusch, 2004) address the concept of value from the perspective of co-creation. Under this approach, actors who participate in the service integrate their resources in the service process, where a provider makes a value proposition, and the consumer actively participates in the value obtained. The SDL thus promotes the concept of value proposition. This thesis proposes a conceptual model embracing the most relevant fundamental assumptions for higher education based on the SDL. The construction basis for a management model is developed in this work, thus focusing on the experience of providing services, collaborative behavior and learning, pillars that allow better results. This work aims to facilitate a strategic model for the management of IESPs that are located in the interior of Portugal and that have more difficulties in attracting students in their day-to-day activities, to the benefit of their location.