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

Business & Finance, Marketing & Sales, Sales & Selling, Management & Leadership, Management
Cover of the book Toward a Better Understanding of the Role of Value in Markets and Marketing by Naresh K. Malhotra, Emerald Group Publishing Limited
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Naresh K. Malhotra ISBN: 9781780529134
Publisher: Emerald Group Publishing Limited Publication: June 8, 2012
Imprint: Emerald Group Publishing Limited Language: English
Author: Naresh K. Malhotra
ISBN: 9781780529134
Publisher: Emerald Group Publishing Limited
Publication: June 8, 2012
Imprint: Emerald Group Publishing Limited
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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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.

More books from Emerald Group Publishing Limited

Cover of the book Airport Design and Operation by Naresh K. Malhotra
Cover of the book Contingency, Behavioural and Evolutionary Perspectives on Public and Non-Profit Governance by Naresh K. Malhotra
Cover of the book Achieving Ethical Excellence by Naresh K. Malhotra
Cover of the book How Institutions Matter! by Naresh K. Malhotra
Cover of the book Advances in Mergers and Acquisitions by Naresh K. Malhotra
Cover of the book Knowing, Becoming, Doing as Teacher Educators by Naresh K. Malhotra
Cover of the book Urban Megaprojects by Naresh K. Malhotra
Cover of the book Population Health Management in Health Care Organizations by Naresh K. Malhotra
Cover of the book Occupy the Earth by Naresh K. Malhotra
Cover of the book The Role of Emotion and Emotion Regulation in Job Stress and Well Being by Naresh K. Malhotra
Cover of the book Efficacy of Assistive Technology Interventions by Naresh K. Malhotra
Cover of the book Individual sources, Dynamics and Expressions of Emotions by Naresh K. Malhotra
Cover of the book Organizing for Sustainable Healthcare by Naresh K. Malhotra
Cover of the book Health and Inequality by Naresh K. Malhotra
Cover of the book Advances in Taxation by Naresh K. Malhotra
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy