| Subject 5. VALUE CO-CREATION –direct interactions, Micro value-cocreation level-.
5.1. Micro interactions: co-creation between businesses and customers: new C2B interactions
5.2. Value co-creation between multinational companies and customers: Nintendo, Lego, Heineken, Pixar.
5.3. Cases of small & medium firms: Bere Casillas taylor, Muroexe shoes, Barrabes.com mountain gear & service
Subject 6. SERVICE ECOSYSTEMS: VALUE CO-CREATION among MULTIPLE SOCIAL ACTORS through INTERACTIONS at MACRO LEVEL - MANY-TO-MANY MARKETING-
6.1. Service Logic at the Colombian Coffee region: quality coffee production + coffee experiential tourism
6.2. Service Logic at the winery region of Ribera del Duero (Castille, Spain): from a designation of origin label of quality wines towards an holistic sensory service eco-system
6.3. Synthesis of key concepts related Service dominant Logic
a) from one –side value creation to value co-creation
b) from One-to-One dyadic exchanges to holistic Service Ecosystems and Many-to Many-Marketing
Case study based on the paper by prof. Evert Gummesson “The new Service marketing”.
Subject 7. CITY MARKETING and PLACE IDENTITY
7.1. Place Marketing based on place identity
7.2. Place branding as complex processes among multiple actors
Subject 8. Remarkable International cases of PLACE GOVERNANCE, MARKETING and BRANDING
8.1. Place branding cases: cities, regions and countries around the World
8.2. Nature and wildlife spaces as complex nature and social ecosystems
a) National Parks as complex service eco-systems, and iconic but also fragile place brands.
b) Biosphere spaces and Nature 2000 program.
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