TOC: Rev Mar Res
Introduction
!Review of Marketing Research, 9
Special Issue: Toward a Better Understanding of the Role of Value in Markets and Marketing
Editors: Stephen L. Vargo and Robert F. Lusch ISBN: 9781780529127
Introduction: A Contextual and Resource-Integrative View of Value Creation
–Naresh K. Malhotra [] []
The Nature and Understanding of Value: A Service-Dominant Logic Perspective
–Stephen L. Vargo, Robert F. Lusch [] []
An Exploration of Networks in Value Cocreation: A Service-Ecosystems View
–Melissa Archpru Akaka, Stephen L. Vargo, Robert F. Lusch [] []
Designing Business Models for Value Co-Creation
–Kaj Storbacka, Pennie Frow, Suvi Nenonen, Adrian Payne [] []
Service Systems as a Foundation for Resource Integration and Value Co-Creation
–Bo Edvardsson, Per Skålén, Bård Tronvoll [] []
The Role of the Knowledgeable Customer in Business Network Learning, Value Creation, and Innovation
–Linda D. Peters [] []
A Conceptual Framework for Analyzing Value-Creating Service Ecosystems: An Application to the Recorded-Music Market
–Andrea Ordanini, A. Parasuraman [] []
An Integrative Framework of Value
–Irene C.L. Ng, Laura A. Smith [] []
Synopsis
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.
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