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Value-dominant logic: organizational principles

Gautam Mahajan (Customer Value Foundation, New Delhi, India)
V. Kumar (Department of Marketing, St John's University, New York, New York, USA)
Marco Tregua (Department of Economics, Management, Institutions, University of Naples Federico II, Naples, Italy)
Roberto Bruni (Department of Economics and Law, University of Cassino and Southern Lazio, Cassino, Italy)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 12 April 2023

Issue publication date: 5 May 2023




This paper aims to present the seven organizational principles for developing value-dominant logic (VDL) thinking and advancing it toward making a business purposeful and open to a lifestyle of value for humanity at large.


VDL considers value as rooted on axiology, actor-network theory, the hygge concept and is deployed through seven organizational principles deriving from the original eight VDL principles (Mahajan, 2017).


It is necessary to consider value in its polysemous meanings as an emergent element and a result of people’s interpretation based on norms and beliefs. At the same time, managers conceptualize businesses to create stimuli for the markets and society and favoring the emergence of a positive and sustainable value. This study explains how organizations and managers can be driven by norms and beliefs and a purpose to make decisions and assume postures and behaviors capable of stimulating the emergence of positive and sustainable value, creating opportunities for humanity at large; this managerial behavior creates conditions for value creation, and it is framed in VDL.

Research limitations/implications

A research agenda is provided that can spawn fruitful research in VDL.

Practical implications

This study develops the theoretical roots for a management approach that will support organizations and managers in interpreting their role as stimulators of value.

Social implications

The study focuses on the well-being and happiness of all the stakeholders.


The study developed organizational principles deeply rooted in the VDL.



The authors thank Francisco Guzman, Per Echeverri, Sertan Kabadayi, Youji Kohda for providing insightful comments and stimulating suggestions, thus contributing to the improvement of this manuscript from the first draft to this version. We thank Renu for copyediting the manuscript.


Mahajan, G., Kumar, V., Tregua, M. and Bruni, R. (2023), "Value-dominant logic: organizational principles", European Journal of Marketing, Vol. 57 No. 5, pp. 1245-1271.



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