1.Introduction and impact of digitisation on markets -- Evolution of music to media content as a case study -- The new battleground in digitisation -- Chapter 1 reflections -- 2.Back to basics -- what is value? -- Atomistic value -- Phenomenological value -- Money changes everything -- Goods-dominant logic -- Enter the world of business -- Back to first principles: a service-dominant logic -- Chapter 2 reflections -- 3.Value and context -- Value-creating outcomes -- Context: the new focus for value creation -- Chapter 3 reflections -- 4.Lifting the lid off context -- the contextual experience -- The scope of the context as a system -- The elements in context -- The structural and systemic context -- The individual in context -- The emergent outcomes from value co-creation in context -- Chapter 4 reflections -- 5.Value and exchange -- Assessing worth -- Advanced-based exchanges -- Outcome-based exchanges -- Context-based exchanges --

Chapter 5 reflections -- 6.Rise of the digital economy -- Hyper-connectivity and IoT -- Serving contexts -- Visibility of the self: empowerment and service -- Visibility of groups: collective action -- Digital backwash -- Chapter 6 reflections -- 7.Back to basics in value creation -- a theory of latent demand -- Latent needs from existing social connectivity -- Latent needs for information -- Latent needs from contextual variety of experience (CVE) -- Latent needs from resource catalysts in contexts -- From needs to wants: de-institutionalising existing solutions -- A solution that doesn't yet exist: effectual reasoning -- Accommodating new solutions: creating modularity -- From solutions to markets -- Chapter 7 reflections -- 8.Value propositions and new business models -- Mindset change 1 Customer as competency of the firm's value proposition -- Mindset change 2 Value proposition sits in the constellation of value creation --

Value proposition as an outsourced proposition -- Value proposition as an empowering proposition -- Value proposition as achieving outcomes -- Differences between the design of solutioning and outcome-based value propositions -- Value proposition as platform -- New business models -- Value constellation maps and theorising on disruptive business models -- Chapter 8 reflections -- 9.Creating viability and worth -- Commercial viability -- The changing landscape of manufacturing and service -- Revenue models for creating worth from value creation -- Market incentive mechanisms -- Value and worth: a divide -- Chapter 9 reflections -- 10.Markets, digital labour and new economic models -- Multi-sided markets -- Network effects -- Spiralling digital demand -- Commodification -- New economic models for personal data -- Utopia or dystopia -- Chapter 10 reflections.