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

Stephen L. Vargo

ISBN 10: 1780529120 / ISBN 13: 9781780529127

Published by Emerald Publishing Limited, Bingley, 2012

About this Item

Hardcover. 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. This special issue of the Review of Marketing Research is devoted to a better understanding of the role of value in markets and marketing. Shipping may be from our Sydney, NSW warehouse or from our UK or US warehouse, depending on stock availability.

Seller Inventory # 9781780529127

Bibliographic Details

• Title: Toward a Better Understanding of the Role of Value in Markets and Marketing (Hardcover)
• Publisher: Emerald Publishing Limited, Bingley
• Publication Date: 2012
• Language: English
• ISBN 10: 1780529120
• ISBN 13: 9781780529127
• Binding: Hardcover
• Condition: new

About this title

Synopsis

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.

About the Author

Stephen L. Vargo - University of Hawaii at Manoa, USA
Robert F. Lusch - University of Arizona, USA