Review of Marketing Research
... the type of feedback about consumption, has an influence on subsequent goal setting. Kumar and Luo also examined consumption, but from a modeling perspective. In order to allocate scarce marketing resources efficiently and effectively, it is important for a firm to know what to sell, when to sell, a ...
... the type of feedback about consumption, has an influence on subsequent goal setting. Kumar and Luo also examined consumption, but from a modeling perspective. In order to allocate scarce marketing resources efficiently and effectively, it is important for a firm to know what to sell, when to sell, a ...
Value in business and industrial marketing - ORCA
... distinct theoretical foci and ideas about the role of business and industrial marketing. ...Insert Table 1 about here… In addition to the above, Lindgreen and Wynstra (2005) identified three major value themes in business and industrial marketing: value analysis (i.e., how do customers analyze value ...
... distinct theoretical foci and ideas about the role of business and industrial marketing. ...Insert Table 1 about here… In addition to the above, Lindgreen and Wynstra (2005) identified three major value themes in business and industrial marketing: value analysis (i.e., how do customers analyze value ...
Value co-creation in service logic: A critical analysis
... the firm and the customer. However, this contradicts the value-in-use notion. In a recent article, Lusch et al. (2010) state as one shift in thinking warranted by a service perspective that ‘the firm can only make and follow through on value propositions rather than create and add value’ (2010: 22, ...
... the firm and the customer. However, this contradicts the value-in-use notion. In a recent article, Lusch et al. (2010) state as one shift in thinking warranted by a service perspective that ‘the firm can only make and follow through on value propositions rather than create and add value’ (2010: 22, ...
WIPO/IP/IND/GE/07/13: Creative Enterprises Development
... example, testify to the need for a very special relationship that inspires trust between the seller and the buyer. Painting, acting and publishing illustrate these logics. Creative enterprises may also assume a value chain dimension. As soon as they reach a certain size or if they have to solve prob ...
... example, testify to the need for a very special relationship that inspires trust between the seller and the buyer. Painting, acting and publishing illustrate these logics. Creative enterprises may also assume a value chain dimension. As soon as they reach a certain size or if they have to solve prob ...
Value-creation space: The role of events in a
... experiential dimensions of all organisational events inescapably represent a co-creation or codestruction of value among network actors. Indeed all organisational events represent a 4D communiqué of the brand regardless of whether the event has foremost marketing intent. Given the primacy of ongoing ...
... experiential dimensions of all organisational events inescapably represent a co-creation or codestruction of value among network actors. Indeed all organisational events represent a 4D communiqué of the brand regardless of whether the event has foremost marketing intent. Given the primacy of ongoing ...
Marketing Theory - IEI: Linköping University
... ‘brand equity’ is a product focused concept and should be viewed as a component of a more all-embracing concept of ‘customer equity’. Rust, Zeithaml and Lemon (2000: 4) defined ‘customer equity’ as ‘the total of the discounted lifetime values over all of the firm’s customers’ and developed a model t ...
... ‘brand equity’ is a product focused concept and should be viewed as a component of a more all-embracing concept of ‘customer equity’. Rust, Zeithaml and Lemon (2000: 4) defined ‘customer equity’ as ‘the total of the discounted lifetime values over all of the firm’s customers’ and developed a model t ...
MARKETING EVOLUTION: THE ROLE OF CROWD
... money.While in the past, the provider was the only actor enables to integrate firm’s resources,nowadays “all economic and social actors are resource integrators” (Vargo and Lusch 2006, 2008b). This latter perspective encompasses the Service Dominant Logic (SDL) of the firm (Vargo and Lush, 2004; 200 ...
... money.While in the past, the provider was the only actor enables to integrate firm’s resources,nowadays “all economic and social actors are resource integrators” (Vargo and Lusch 2006, 2008b). This latter perspective encompasses the Service Dominant Logic (SDL) of the firm (Vargo and Lush, 2004; 200 ...
A Stakeholder-Unifying, Cocreation Philosophy for Marketing
... management of the enterprise in guiding all business processes that are involved in the cocreation of value with customers. Customer orientation has once again emerged as a dominant business philosophy in the corporate cultures of successful firms as management comes to understand that the welfare o ...
... management of the enterprise in guiding all business processes that are involved in the cocreation of value with customers. Customer orientation has once again emerged as a dominant business philosophy in the corporate cultures of successful firms as management comes to understand that the welfare o ...
Quality, service-dominant logic and many-to-many marketing
... self-experienced event with open access to data. Just as networks are scale-free, the combined verbal description, analysis and interpretation has no limits; they can extend to any size, only curbed by the researcher’s perception and resources. The freezer case On a Friday night around 8:30, I went ...
... self-experienced event with open access to data. Just as networks are scale-free, the combined verbal description, analysis and interpretation has no limits; they can extend to any size, only curbed by the researcher’s perception and resources. The freezer case On a Friday night around 8:30, I went ...
Opportunism in Co-Production: Implications for Value Co
... bear on their interactions with firms, in particular, those that are opportunistic in nature. Value co-creation implies that consumers become part of the collection of partners with whom the firm has to cooperate with in order to co-create value. Opportunistic behaviors, however, are contrary to the ...
... bear on their interactions with firms, in particular, those that are opportunistic in nature. Value co-creation implies that consumers become part of the collection of partners with whom the firm has to cooperate with in order to co-create value. Opportunistic behaviors, however, are contrary to the ...
Implications of the Revised Definition of Marketing: From Exchange
... The authors contend that this framework is limiting for the conceptualization of marketing. The exchange paradigm has been questioned by marketing scholars on its ability to explain relational engagement of firms. The authors argue that exchange8 paradigm limits the perceived roles and responsibilit ...
... The authors contend that this framework is limiting for the conceptualization of marketing. The exchange paradigm has been questioned by marketing scholars on its ability to explain relational engagement of firms. The authors argue that exchange8 paradigm limits the perceived roles and responsibilit ...
Christian Grönroos
... 1. On a macro or systemic level, we cannot identify individual actors (firms, customers). Therefore, we have to make abstractions. As various market actors indeed have an impact on the experience of the end consumer, in various ways, we can say that they always co-create. However, then the word co-c ...
... 1. On a macro or systemic level, we cannot identify individual actors (firms, customers). Therefore, we have to make abstractions. As various market actors indeed have an impact on the experience of the end consumer, in various ways, we can say that they always co-create. However, then the word co-c ...
“service”? Why CONCEPTUAL/THEORETICAL PAPER Stephen L. Vargo
... In S-D logic, service is defined as the application of specialized competences (operant resources—knowledge and skills), through deeds, processes, and performances for the benefit of another entity or the entity itself. It is important to note that S-D logic uses the singular term, “service,” which ...
... In S-D logic, service is defined as the application of specialized competences (operant resources—knowledge and skills), through deeds, processes, and performances for the benefit of another entity or the entity itself. It is important to note that S-D logic uses the singular term, “service,” which ...
paper
... practices that enable the co-creation of meanings. In this way, symbols help actors coordinate interaction, communicate information, integrate resources and evaluate value. They further argue that the interpretation of symbols is important for the overlapping and integration of institutional logics; ...
... practices that enable the co-creation of meanings. In this way, symbols help actors coordinate interaction, communicate information, integrate resources and evaluate value. They further argue that the interpretation of symbols is important for the overlapping and integration of institutional logics; ...
Th - Service-Dominant Logic
... in international (and other) marketing contexts by adopting a broader, service-centered and systems perspective. To this end, we contribute to an evolution in marketing logic toward a service-dominant (S-D) logic (Lusch and Vargo 2006b; Vargo and Lusch 2004, 2008) and draw on a service ecosystems ap ...
... in international (and other) marketing contexts by adopting a broader, service-centered and systems perspective. To this end, we contribute to an evolution in marketing logic toward a service-dominant (S-D) logic (Lusch and Vargo 2006b; Vargo and Lusch 2004, 2008) and draw on a service ecosystems ap ...
A Service Dominant logic Perspective on value creation in the
... In recent years, researchers interested in logistics agreed on the growing awareness of the significance of the maritime industry and an increasing appreciation and interest from the academic community (Gil, Ruiz and Servera, 2008; Pallis and Vitsounis 2010; ServeraFrancés 2010). Although previous r ...
... In recent years, researchers interested in logistics agreed on the growing awareness of the significance of the maritime industry and an increasing appreciation and interest from the academic community (Gil, Ruiz and Servera, 2008; Pallis and Vitsounis 2010; ServeraFrancés 2010). Although previous r ...
“Service-dominant logic: continuing the evolution” (Vargo and
... product) to the (singular) term “service” (reflecting the process of using one’s resources for the benefit of another entity) (Vargo and Lusch 2004b, 2006). Some terms we did not judge to be sufficiently critical to warrant changing in isolation. An example is the use of the phrase “unit of exchange ...
... product) to the (singular) term “service” (reflecting the process of using one’s resources for the benefit of another entity) (Vargo and Lusch 2004b, 2006). Some terms we did not judge to be sufficiently critical to warrant changing in isolation. An example is the use of the phrase “unit of exchange ...
Service-dominant logic: continuing the evolution
... product) to the (singular) term “service” (reflecting the process of using one’s resources for the benefit of another entity) (Vargo and Lusch 2004b, 2006). Some terms we did not judge to be sufficiently critical to warrant changing in isolation. An example is the use of the phrase “unit of exchange ...
... product) to the (singular) term “service” (reflecting the process of using one’s resources for the benefit of another entity) (Vargo and Lusch 2004b, 2006). Some terms we did not judge to be sufficiently critical to warrant changing in isolation. An example is the use of the phrase “unit of exchange ...
Journal of Macromarketing - Service
... complex, dynamic, service-for-service, networks and markets in terms of service ecosystems. ...
... complex, dynamic, service-for-service, networks and markets in terms of service ecosystems. ...
Market To - Service
... past several decades, new perspectives have emerged that have a revised logic focused on intangible resources, the co-creation of value, and relationships. The authors believe that the new perspectives are converging to form a new dominant logic for marketing, one in which service provision rather t ...
... past several decades, new perspectives have emerged that have a revised logic focused on intangible resources, the co-creation of value, and relationships. The authors believe that the new perspectives are converging to form a new dominant logic for marketing, one in which service provision rather t ...
Slide 1
... Shifts primary focus to “operant resources” from “operand resources” Sees goods as appliances for service deliver Implies all economies are service economies ...
... Shifts primary focus to “operant resources” from “operand resources” Sees goods as appliances for service deliver Implies all economies are service economies ...
Service-Dominant Logic:What It Is and What It Is Not
... Therefore marketing can be viewed as the means by which societies are able to create value through the voluntary exchange of knowledge and skills. ...
... Therefore marketing can be viewed as the means by which societies are able to create value through the voluntary exchange of knowledge and skills. ...
Document
... Conceptualising the Service Brand & Broadening the Concept of Brand Equity Professor Rod Brodie University of Auckland Business School Frontiers in Services Conference June2006 University of Queensland Australia ...
... Conceptualising the Service Brand & Broadening the Concept of Brand Equity Professor Rod Brodie University of Auckland Business School Frontiers in Services Conference June2006 University of Queensland Australia ...