Toward a Better Understanding of the Role of Value in Markets and Marketing Vol: 9

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Product Details
08 Jun 2012
Emerald Group Publishing Limited
275 pages - 156 x 234 x 25mm
Review of Marketing Research


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.
List of Contributors. EDITORIAL BOARD. Introduction: A Contextual and Resource-Integrative View of Value Creation. The Nature and Understanding of Value: A Service-Dominant Logic Perspective. An Exploration of Networks in Value Cocreation: A Service-Ecosystems View. Designing Business Models for Value Co-Creation. Service Systems as a Foundation for Resource Integration and Value Co-Creation. The Role of the Knowledgeable Customer in Business Network Learning, Value Creation, and Innovation. A Conceptual Framework for Analyzing Value-Creating Service Ecosystems: An Application to the Recorded-Music Market. An Integrative Framework of Value. Previous Volume Contents. Special Issue – Toward a Better Understanding of the Role of Value in Markets and Marketing. Review of Marketing Research. Review of Marketing Research. Copyright page. List of Reviewers.

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