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  • Open Daily: 10am - 10pm
    Alley-side Pickup: 10am - 7pm

    3038 Hennepin Ave Minneapolis, MN
    612-822-4611

Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
Special Issue: Toward a Better Understanding of the Role of Value in Markets and Marketing

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

Vargo, Stephen L.
Lusch, Robert F.
Malhotra, Naresh K.

Hardcover

Series: Review of Marketing Research, Book 9

ManagementMarketing

ISBN10: 1780529120
ISBN13: 9781780529127
Publisher: Emerald Pub Ltd
Published: Jun 8 2012
Pages: 275
Weight: 1.20
Height: 1.00 Width: 5.90 Depth: 9.10
Language: English
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.

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