[PDF.73vq] Toward a Better Understanding of the Role of Value in Markets and Marketing: 9 (Review of Marketing Research)

Toward a Better Understanding of the Role of Value in Markets and Marketing: 9 (Review of Marketing Research)

[PDF.pa50] Toward a Better Understanding of the Role of Value in Markets and Marketing: 9 (Review of Marketing Research)

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 | #3764108 in eBooks |  2012-06-07 |  2013-08-01 | File type: PDF

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|| |For this special issue of the of Marketing Research, editors Vargo (University of Hawaii) and Lusch (University of Arizona) unite international contributors in business, entrepreneurship, and marketing to clarify the nature and scope of value in service-domi

In their 2004 article "Evolving to a new dominant logic for marketing," Vargo and Lusch established the related principles that value is always co-created and, thus, firms cannot deliver value, but only develop compelling value propositions. This perspective is now known as "service-dominant (S-D) logic." Subsequent S-D logic work has suggested that value is not only always co-created; it also requires the integration of resources from multiple sources and thus is contex...

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