This special issue of the Review of Marketing Research is devoted to a better understanding of the role of value in markets and marketing. Editor(s): Vargo, Stephen L.; Lusch, Robert F. Series Editor(s): Malhotra, Naresh K. Series: Review of Marketing Research. Num Pages: 275 pages. BIC Classification: KJMV7. Category: (P) Professional & Vocational. Dimension: 230 x 160 x 26. Weight in Grams: 542. . 2012. Textbook Binding. . . . . Books ship from the US and Ireland.

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Titel: Toward a Better Understanding of the Role of Value in Markets and Marketing
Verlag: Emerald Publishing Limited
Erscheinungsjahr: 2012
Sprache: Englisch
ISBN-10: 1780529120
ISBN-13: 9781780529127
Zustand: New

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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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