Toward a Better Understanding of the Role of Value in Markets and Marketing (eBook, ePUB)
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In their 2004 article "e;Evolving to a new dominant logic for marketing,"e; 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 "e;service-dominant (S-D) logic."e; 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 ...
In their 2004 article "e;Evolving to a new dominant logic for marketing,"e; 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 "e;service-dominant (S-D) logic."e; 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 "e;producer"e; to be "e;consumed,"e; 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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