Introduction and impact of digitisation on markets : Evolution of music to media content as a case study ; The new battleground in digitisation -- 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 -- Value and context : Value-creating outcomes ; Context: the new focus for value creation -- 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 -- Value and exchange : Assessing worth ; Advanced-based exchanges ; Outcome-based exchanges ; Context-based exchanges. 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 -- 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 -- 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. 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 -- 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 -- Postscript : Implications for marketing and operations ; The IoT: agenda for the future.