1. Introduction and impact of digitisation on markets
Evolution of music to media content as a case study
The new battleground in digitisation
Enter the world of business
Back to first principles: a service-dominant logic
Context: the new focus for value creation
4. Lifting the lid off context
the contextual experience
The scope of the context as a system
The structural and systemic context
The individual in context
The emergent outcomes from value co-creation in context
6. Rise of the digital economy
Hyper-connectivity and IoT
Visibility of the self: empowerment and service
Visibility of groups: collective action
7. Back to basics in value creation
a theory of latent demand
Latent needs from existing social connectivity
Latent needs for information
Latent needs from contextual variety of experience (CVE)
Latent needs from resource catalysts in contexts
From needs to wants: de-institutionalising existing solutions
A solution that doesn't yet exist: effectual reasoning
Accommodating new solutions: creating modularity
From solutions to markets
8. Value propositions and new business models
Mindset change 1 Customer as competency of the firm's value proposition
Mindset change 2 Value proposition sits in the constellation of value creation.
Contents note continued: Value proposition as an outsourced proposition
Value proposition as an empowering proposition
Value proposition as achieving outcomes
Differences between the design of solutioning and outcome-based value propositions
Value proposition as platform
Value constellation maps and theorising on disruptive business models
9. Creating viability and worth
The changing landscape of manufacturing and service
Revenue models for creating worth from value creation
Market incentive mechanisms
Value and worth: a divide
10. Markets, digital labour and new economic models
Spiralling digital demand
New economic models for personal data
