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      The service-dominant logic and the future of marketing

      Ballantyne, David; Varey, Richard J.
      DOI
       10.1007/s11747-007-0075-8
      Link
       link.springer.com
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      Citation
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      Ballantyne, D., & Varey, R. J. (2008). The service-dominant logic and the future of marketing. Journal of the Academy of Marketing Science, 36(1), 11-14.
      Permanent Research Commons link: https://hdl.handle.net/10289/7838
      Abstract
      According to Vargo and Lusch (Journal of Marketing, 68:1–17, 2004a, Journal of Service Research, 6:324–335, b), service is the appropriate logic for marketing. For them, service is an interactive process of “doing something for someone” that is valued. More radically, goods also render service and have value-in-use. In this context service becomes the unifying purpose of any business relationship. This marketing world-view involves broadening and reframing what by convention counts as service and stands in opposition to 200 years of mainstream economic logic in explaining productive capacity. In our view they have succeeded in applying their scholarly thinking to old themes with synergistic results. Their thesis challenges marketing orthodoxy, and will in our view support much future innovation in both theoretical and practical terms.
      Date
      2008
      Type
      Journal Article
      Publisher
      Springer
      Collections
      • Management Papers [1135]
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