Evolving to a New Dominant Logic for Marketing
Stephen L. Vargo,Robert F. Lusch +1 more
TL;DR: The authors argue that service provision rather than goods is fundamental to economic exchange and argue that the new perspectives are converging to form a new dominant logic for marketing, one in which service provision is fundamental for economic exchange.
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Abstract: Marketing inherited a model of exchange from economics, which had a dominant logic based on the exchange of “goods,” which usually are manufactured output The dominant logic focused on tangible resources, embedded value, and transactions Over the past several decades, new perspectives have emerged that have a revised logic focused on intangible resources, the cocreation 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 than goods is fundamental to economic exchange The authors explore this evolving logic and the corresponding shift in perspective for marketing scholars, marketing practitioners, and marketing educators
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Service-dominant logic: continuing the evolution
Stephen L. Vargo,Robert F. Lusch +1 more
TL;DR: This article highlights and clarifies the salient issues associated with S-D logic and updates the original foundational premises (FPs) and adds an FP.
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Understanding Customer Experience Throughout the Customer Journey
TL;DR: In this article, the authors aim to develop a stronger understanding of customer experience and the customer journey in this era of increasingly complex customer behavior by examining existing definitions and conceptualizations of customer experiences as a construct.
Managing the co-creation of value
TL;DR: In this paper, the authors explore the nature of value co-creation in the context of service-dominant (S-D) logic and develop a conceptual framework for understanding and managing value cocreation.
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On value and value co-creation: A service systems and service logic perspective
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References
The core of competence.
TL;DR: In this article, the authors present the proceedings of a conference held in 1997 at the University of Glasgow and take as its working definition of competency: "the possession of sufficient physical, intellectual and behavioural qualifications (i.e. knowledge, skills, abilities and attitudes) to perform a task or serve in a role which adequately accomplishes a desired outcome".
Adam Smith, from An Inquiry into the Nature and Causes of the Wealth of Nations (1776)
Stephen H. Gregg
- 01 Jan 2005
TL;DR: The effects of the division of labor in the general business of society can be more easily understood, by considering in what manner it operates in some particular manufacturers as discussed by the authors, and it is commonly supposed to be carried furthest in some very trifling ones; not perhaps that it really is carried further in them than in others more important: but in the trifling manufacturers which are destined to supply the small wants of but a small number of people, the whole number of workmen must necessarily be small; and those employed in every different branch of the work can often be collected into the
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Marketing as Production: The Development of a Concept:
TL;DR: The conventional view of marketing as somehow adding to the work of manufacturing is rooted in the concept of production as the creation of material attributes as discussed by the authors and marketing as an integral part of a productive process generating "bundles of utilities" has a long history in economic analysis.
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