Special Issue : Toward a Better Understanding of the Role of Value in Markets and Marketing

Vargo, Stephen L. (EDT); Lusch, Robert L. (EDT)

ISBN 10: 1780529120 / ISBN 13: 9781780529127

Editore: Emerald Publishing Limited, 2012

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Dati bibliografici

• Titolo: Special Issue : Toward a Better Understanding of the Role of Value in Markets and Marketing
• Editore: Emerald Publishing Limited
• Data di pubblicazione: 2012
• Lingua: Inglese
• ISBN 10: 1780529120
• ISBN 13: 9781780529127
• Condizione: New

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Riassunto

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 contextually contingent, since each instance of value creation involves the availability, integration, and use of a different combination of resources. This repositioning of value, from a static concept of something embedded in the output of a "producer" to be "consumed," to a dynamic concept of a co-created outcome in ever-changing, networked systems, can be seen throughout the manuscripts in this volume.

Product Description

Book by Stephen L Vargo