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Book part
Publication date: 10 November 2010

Stephen L. Vargo, Robert F. Lusch, Melissa Archpru Akaka and Yi He

Abstract

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Review of Marketing Research
Type: Book
ISBN: 978-0-85724-728-5

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Abstract

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Review of Marketing Research
Type: Book
ISBN: 978-0-85724-723-0

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Book part
Publication date: 25 June 2012

Melissa Archpru Akaka, Stephen L. Vargo and Robert F. Lusch

Purpose – The purpose of this essay is to explore further the concept of value cocreation from a service-ecosystems view, by considering the importance of networks and the…

Abstract

Purpose – The purpose of this essay is to explore further the concept of value cocreation from a service-ecosystems view, by considering the importance of networks and the configuration of relationships and resources in markets.

Methodology/approach – We use a conceptual approach to extend a service-dominant (S-D) logic, ecosystems view of value cocreation by drawing on the literature regarding networks in marketing and related research.

Findings – A service-ecosystems approach to cocreating value-in-context is proposed, which points toward networks as mediating factors in value cocreation because they influence the ability to access, adapt, and integrate resources by establishing exchange relationships and shaping the social contexts through which value is experienced.

Research implications – This research suggests that value cocreation is a complex and multidimensional process that is best studied in the context of dynamic networks or ecosystems of service exchange.

Practical implications – This research suggests that networks mediate value cocreation, and thus, firms should consider the configurations of relationships and resources to develop more compelling value propositions.

Social implications – This research draws on the idea that exchange relationships are embedded within society and suggests that processes of value cocreation not only draw on but also contribute to the social contexts that frame market exchange.

Originality/value of essay – This research extends the value cocreation and S-D logic literature by exploring the role of networks in service ecosystems. In this framework, networks are mediators of value cocreation because they enable access to resources and help to (re)shape social contexts through which value is derived.

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Special Issue – Toward a Better Understanding of the Role of Value in Markets and Marketing
Type: Book
ISBN: 978-1-78052-913-4

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Article
Publication date: 26 July 2011

Robert F. Lusch and Stephen L. Vargo

The purpose of this paper is to respond to the criticism O'Shaughnessy and O'Shaughnessy made of service‐dominant logic in EJM, on behalf of both the paper and the…

Abstract

Purpose

The purpose of this paper is to respond to the criticism O'Shaughnessy and O'Shaughnessy made of service‐dominant logic in EJM, on behalf of both the paper and the worldwide community of scholars that have embraced S‐D logic as historically informed, integrative, transcending and rich in its potential to generate theoretical and practical contributions.

Design/methodology/approach

The paper is a critical, conceptual analysis of the fallacious arguments that O'Shaughnessy and O'Shaughnessy developed to argue against the emerging and rapidly developing service‐dominant logic.

Findings

The paper shows that, contrary to the claims of O'Shaughnessy and O'Shaughnessy, S‐D logic: is neither regressive nor intended to displace all other marketing perspectives; is not advocating technology at the expense of explanatory theory; and is pre‐theoretic and intended to be soundly grounded in a manner to assist theory construction.

Research limitations/implications

Theory advancement is critical to marketing and S‐D logic puts special emphasis on the development of theory. It begins to do this by proposing ten foundational premises, which some may wish to refer to as axioms. From these axioms, considerable theoretical work and related empirical research can develop.

Practical implications

O'Shaughnessy and O'Shaughnessy wish to prevent marketing scholars from adopting, advocating, and supporting service‐dominant logic and, as they suggest, taking a backward step. They view the S‐D logic movement as primarily USA‐dominated (which it is not) and are firmly anti‐S‐D logic. The available evidence from around the world suggests that the S‐D logic movement has profound implications for the advancement of both marketing science and marketing practice.

Originality/value

It is critical that S‐D logic should not be viewed as being represented by a single paper but as a body of work that Lusch and Vargo have developed since their initial publication and also the work of a community of scholars working collaboratively to co‐create S‐D logic.

Details

European Journal of Marketing, vol. 45 no. 7/8
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 1 September 1999

This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/eb014450. When citing the…

Abstract

This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/eb014450. When citing the article, please cite: Charles A. Ingene, Robert F. Lusch, (1979), “Estimation of a Department Store Production Function”, International Journal of Physical Distribution & Materials Management, Vol. 9 Iss: 6, pp. 272 - 284.

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International Journal of Physical Distribution & Logistics Management, vol. 29 no. 7/8
Type: Research Article
ISSN: 0960-0035

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Article
Publication date: 1 January 1987

This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/eb008161. When citing the…

Abstract

This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/eb008161. When citing the article, please cite: Gene R. Laczniak, Robert F. Lusch, (1986), “ENVIRONMENT AND STRATEGY IN 1995: A SURVEY OF HIGH-LEVEL EXECUTIVES”, Journal of Consumer Marketing, Vol. 3 Iss: 2, pp. 27 - 45.

Details

Journal of Business & Industrial Marketing, vol. 2 no. 1
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 1 February 1986

Gene R. Laczniak and Robert F. Lusch

A survey of Fortune 500 vice‐presidents of marketing and planning reveals their views of the business environment in 1995 along with their expected changes in corporate…

Abstract

A survey of Fortune 500 vice‐presidents of marketing and planning reveals their views of the business environment in 1995 along with their expected changes in corporate and marketing strategy. These perspectives can serve as a catalyst to other executives for thinking about future business environments as well as possible corporate responses to the shape of the future. Whether the predictions of the organizational managers we surveyed materialize or not, their views are worthy of careful scrutiny by any organization that takes strategic planning as a serious and important exercise in plotting a firm's future.

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Journal of Consumer Marketing, vol. 3 no. 2
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 1 January 1983

Robert H. Ross and Robert F. Lusch

Brokers must realise that the promotional and logistical services they provide wholesalers help to determine the wholesaler's satisfaction with them. Although the results…

Abstract

Brokers must realise that the promotional and logistical services they provide wholesalers help to determine the wholesaler's satisfaction with them. Although the results of the research presented in this article clearly show that high quality performance of both types of services is important, logistical services play a more important role in determining wholesaler satisfaction. Consequently, manufacturers must realise that brokers are an important link in the physical distribution channel and can help deliver high customer satisfaction via superior physical distribution service.

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International Journal of Physical Distribution & Materials Management, vol. 13 no. 1
Type: Research Article
ISSN: 0269-8218

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Article
Publication date: 1 March 1984

James B. Brown, Robert F. Lusch and Harold F. Koenig

An empirical investigation examining the environmental uncertainty regarding inventory ordering which confronts a retailer in dealing with its suppliers is described. Of…

Abstract

An empirical investigation examining the environmental uncertainty regarding inventory ordering which confronts a retailer in dealing with its suppliers is described. Of particular interest is how this uncertainty impacts on retailers' behavioural relationships with their suppliers. The findings indicate that increased levels of environmental uncertainty regarding inventory ordering result in higher levels of retailer‐supplier conflict. Suppliers that can offer retailers better customer service in order to reduce environmental uncertainty can improve their relations with retailers and thus develop a more efficient distribution system.

Details

International Journal of Physical Distribution & Materials Management, vol. 14 no. 3
Type: Research Article
ISSN: 0269-8218

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Article
Publication date: 3 March 2014

Daniel John Flint, Robert F. Lusch and Stephen L. Vargo

The purpose of this paper is to examine shopper marketing through service-dominant logic and service ecosystem lenses. In doing so, the authors reveal challenges and…

Abstract

Purpose

The purpose of this paper is to examine shopper marketing through service-dominant logic and service ecosystem lenses. In doing so, the authors reveal challenges and opportunities for supply chain management.

Design/methodology/approach

The work is conceptual, drawing on contemporary service-dominant logic thinking.

Findings

Examination of shopper marketing reveals that it is currently stuck in goods-dominant logic and micro-level ways of thinking. By taking a macro service ecosystem view, all actors, including shoppers, are seen as resource integrators seeking resource density. The macro view highlights a significant amount of goods and information flow and variance now being added throughout shopper marketing systems.

Research limitations/implications

A guiding framework with appropriate terms defined offers new research directions and new ways practitioners can approach challenges in the industry. Research programs are suggested in the areas of facilitating resource density, examining the extent of ecosystems, measurement, mapping of resources, and creating shopper marketing innovations.

Practical implications

This study provides an alternative way of looking at problems that arise in supply chain management planning and execution of shopper marketing initiatives.

Originality/value

Few scholastic articles address shopper marketing even within marketing and essentially none do so in supply chain management despite it having significantly disrupted supply chains since 2004. This article offers an overview of shopper marketing and helps supply chain managers identify quickly how they can add value and supply chain management researchers begin to address the challenges.

Details

International Journal of Physical Distribution & Logistics Management, vol. 44 no. 1/2
Type: Research Article
ISSN: 0960-0035

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