Abstract
This study presents a novel paradigm of "value-in-being," offering an alternative to the prevailing customer-centric approaches and their utilitarian focus on value-in-use that dominate the co-creation literature. Drawing upon Heidegger's philosophy, the study derives the fundamental elements of value-in-being, emphasizing the crucial importance of subjective meaning, context-specific purpose, and dwelling as key priorities for service design. By investigating the intricate relationship between Heideggerian philosophy and value-in-being, as well as its relation to value-in-use, this study provides valuable insights into the competing processes of value co-creation and their impact on customer well-being. Through theoretical analysis, the paper illustrates how organizations can cultivate more authentic experiences by embracing Heideggerian principles and giving prominence to value-in-being. The primary objective is to redirect the trajectory of services research, achieving a balance between value-in-use and value-in-being, while also serving as a roadmap for future investigations into the emerging paradigm of value-in-being within the co-creation domain.