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      Creating value-in-use through marketing interaction: the exchange logic of relating, communicating and knowing

      Ballantyne, David; Varey, Richard J.
      DOI
       10.1177/1470593106066795
      Link
       mtq.sagepub.com
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      Citation
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      Ballantyne, D., Varey, R. J.(2006). Creating value-in-use through marketing interaction: the exchange logic of relating, communicating and knowing. Marketing Theory, 6(3), 335-348.
      Permanent Research Commons link: https://hdl.handle.net/10289/1853
      Abstract
      This article elaborates and extends the Vargo and Lusch (2004a) service-dominant (S-D) logic thesis. Three linked exchange-enablers and their potential for improving value-in-use are discussed: first, relationships to give structural support for the creation and application of knowledge resources (relating); second, communicative interaction to develop these relationships (communicating); and third, the knowledge needed to improve the customer's service experience (knowing). These activities are integrated within an augmented S-D exchange model, and the implications for co-creating value are discussed. Finally, the argument is put that a customer's value-in-use begins with the enactment of value propositions, and the development of reciprocal value propositions is discussed in the context of the notion of sustainable betterment.
      Date
      2006
      Type
      Journal Article
      Publisher
      Sage Publications
      Collections
      • Management Papers [1135]
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