Co-contributor, SD-logic 3. Irene Ng

Co-contributor in the context of Service-Dominant Logic (SD-Logic) refers to the idea that value is created collaboratively between service providers and customers. Irene Ng, an influential researcher in this field, emphasizes how customers actively participate in the value creation process, rather than being passive recipients. This perspective shifts the focus from products to services and relationships, highlighting the importance of dialogue and interaction in achieving mutual benefits. Ng's work encourages businesses to engage customers as partners, fostering co-creation of value through collaboration and shared experiences.