• Study Resource
  • Explore
    • Arts & Humanities
    • Business
    • Engineering & Technology
    • Foreign Language
    • History
    • Math
    • Science
    • Social Science

    Top subcategories

    • Advanced Math
    • Algebra
    • Basic Math
    • Calculus
    • Geometry
    • Linear Algebra
    • Pre-Algebra
    • Pre-Calculus
    • Statistics And Probability
    • Trigonometry
    • other →

    Top subcategories

    • Astronomy
    • Astrophysics
    • Biology
    • Chemistry
    • Earth Science
    • Environmental Science
    • Health Science
    • Physics
    • other →

    Top subcategories

    • Anthropology
    • Law
    • Political Science
    • Psychology
    • Sociology
    • other →

    Top subcategories

    • Accounting
    • Economics
    • Finance
    • Management
    • other →

    Top subcategories

    • Aerospace Engineering
    • Bioengineering
    • Chemical Engineering
    • Civil Engineering
    • Computer Science
    • Electrical Engineering
    • Industrial Engineering
    • Mechanical Engineering
    • Web Design
    • other →

    Top subcategories

    • Architecture
    • Communications
    • English
    • Gender Studies
    • Music
    • Performing Arts
    • Philosophy
    • Religious Studies
    • Writing
    • other →

    Top subcategories

    • Ancient History
    • European History
    • US History
    • World History
    • other →

    Top subcategories

    • Croatian
    • Czech
    • Finnish
    • Greek
    • Hindi
    • Japanese
    • Korean
    • Persian
    • Swedish
    • Turkish
    • other →
 
Sign in Sign up
Upload
Review of Marketing Research
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 ...
Value in business and industrial marketing - ORCA
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 ...
Value co-creation in service logic: A critical analysis
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, ...
WIPO/IP/IND/GE/07/13: Creative Enterprises Development
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 ...
Value-creation space: The role of events in a
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 ...
Marketing Theory - IEI: Linköping University
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 ...
MARKETING EVOLUTION: THE ROLE OF CROWD
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 ...
A Stakeholder-Unifying, Cocreation Philosophy for Marketing
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 ...
Quality, service-dominant logic and many-to-many marketing
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 ...
Opportunism in Co-Production: Implications for Value Co
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 ...
Implications of the Revised Definition of Marketing: From Exchange
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 ...
Christian Grönroos
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 ...
“service”? Why CONCEPTUAL/THEORETICAL PAPER Stephen L. Vargo
“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 ...
paper
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; ...
Th - Service-Dominant Logic
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 ...
A Service Dominant logic Perspective on value creation in the
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 ...
Virtual Reality Marketing: Conceptualization, Theoretical Framework
Virtual Reality Marketing: Conceptualization, Theoretical Framework

“Service-dominant logic: continuing the evolution” (Vargo and
“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 ...
Service-dominant logic: continuing the evolution
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 ...
Journal of Macromarketing - Service
Journal of Macromarketing - Service

... complex, dynamic, service-for-service, networks and markets in terms of service ecosystems. ...
Market To - Service
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 ...
What S-D Logic Might Be - Service
What S-D Logic Might Be - Service

... What S-D Logic Might be S-D Logic ...
Slide 1
Slide 1

... 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
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. ...
Document
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 ...
1

Service-dominant logic

Radical reformulation of marketing happens and arguably is part of the dynamic tension just under the surface calm of any discipline. But not since Lynn Shostack’s call to marketers to ""break free"" from goods marketing in 1977 has a new reconfiguration of general marketing logic attracted so much interest so quickly. The catalyst for this interest was the publication of an award-winning article by Stephen Vargo and Robert Lusch in the January 2004 issue of Journal of Marketing entitled ""Evolving to a New Dominant Logic for Marketing"". This was followed in the same year by an article from the same authors in the Journal of Service Research, directly challenging the efficacy of the characteristic differentiators between services and goods (intangibility, heterogeneity, inseparability and perishability). In 2005, an international group of academics led by David Ballantyne met to discuss these issues at The Otago Forum (2005, 2008, 2011), with special issues of major marketing journals emerging, as a consequence. Other international interest emerged that broadened to include service management and service science. This broadened interest is reflected in the Naples Forum on Service (2009, 2011,and 2013) that has a special focus on service systems and networks, service science and service-dominant logic. Lusch and Vargo, established the Forum on Markets and Marketing (FMM), which was held in 2008 at the University of New South Wales, in 2010 at Cambridge University, in 2012 at the University of Auckland, and in 2014 at the CTF, Service Research Center Karlstad University, Sweden. FMM, now a biennial event was established as a service-dominant (S-D) logic-based forum to: (1) explore foundational and theoretical issues related to marketing, including the understanding of markets and marketing systems and (2) further the development of S-D logic.
  • studyres.com © 2023
  • DMCA
  • Privacy
  • Terms
  • Report