Toward a Better Understanding of the Role of Value in Markets and Marketing - Review of Marketing Research v. 9 (Hardback)
  • Toward a Better Understanding of the Role of Value in Markets and Marketing - Review of Marketing Research v. 9 (Hardback)

Toward a Better Understanding of the Role of Value in Markets and Marketing - Review of Marketing Research v. 9 (Hardback)

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Hardback Published: 08/06/2012
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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.

Publisher: Emerald Group Publishing Limited
ISBN: 9781780529127

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