The role of “knowledge white space” in products for value co-creation with customers in service dominant logic

The selling price of commoditized products has recently been decreasing rapidly due to the commoditization of B to B products as well as B to C products. Manufacturers need to customize products to satisfy customers and earn higher profits rather than enhance product performance. Service dominant logic (SDL), which claims value co-creation with customers, is the most important concept for creating new products and services in these circumstances. The main purpose of this research was to propose a new concept of a “knowledge white space” in products for value co-creation with customers and verify its effectiveness through successful examples. Customers can express their needs to products in the knowledge white space and manufacturers can understand real customer needs through the knowledge white space. Two case studies of a sales company were analyzed in this research and it was found that approximate designs contributed to the creation of new ideas. It is very effective for value co-creation with customers from the viewpoints of SDL to leave a knowledge white space in which customers can place new ideas.