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

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dc.contributor.authorBallantyne, David
dc.contributor.authorVarey, Richard J.
dc.date.accessioned2009-01-27T02:36:35Z
dc.date.available2009-01-27T02:36:35Z
dc.date.issued2006
dc.description.abstractThis 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.en
dc.identifier.citationBallantyne, 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.en
dc.identifier.doi10.1177/1470593106066795en
dc.identifier.urihttps://hdl.handle.net/10289/1853
dc.language.isoen
dc.publisherSage Publicationsen_NZ
dc.relation.isPartOfMarketing Theoryen_NZ
dc.relation.urihttp://mtq.sagepub.com/cgi/content/abstract/6/3/317en
dc.subjectcommunicative interactionen
dc.subjectdialogueen
dc.subjectexchangeen
dc.subjectknowledge renewalen
dc.subjectreciprocal value propositionsen
dc.subjectrelationship developmenten
dc.subjectservice-dominant logicen
dc.titleCreating value-in-use through marketing interaction: the exchange logic of relating, communicating and knowingen
dc.typeJournal Articleen
pubs.begin-page335en_NZ
pubs.elements-id32016
pubs.end-page348en_NZ
pubs.issue3en_NZ
pubs.volume6en_NZ
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