Offerings as Digitalized Interactive Platforms: A Conceptual Framework and Implications

In an age of digitalized interactions, offerings are no longer “finished” in the traditional sense; creation of value continues by engaging actors (often consumers and their associated social networks) interacting with organizing actors (often firms and their associated organizational ecosystem) in a joint space of interactive system-environments. One can think of the Apple Watch NikePlus (AWNP) offering in which the consumer co-creates valuable experienced outcomes with a mix of applications, touchpoints, and uses, while AWNP and its organizing actors co-create environments with consumers. Actors increasingly find themselves in such a joint enactment of interactional value creation, through offerings as evolving digitalized networked arrangements of artifacts, persons, processes, and interfaces, which the authors refer to as a Digitalized Interactive Platform (DIP). This implies a broader view of value creation—one in which value is created through interactions, versus one where value is simply the exchange of a fixed offering between a firm and its customers. Offerings as DIPs have significant implications for the theory and practice of marketing.