Towards A Value-Dominant Logic of Marketing

Consumer dominant value creation: a theoretical response to the recent call for a consumer dominant logic for marketing

Evolving to a New Dominant Logic for Marketing

Marketing inherited a model of exchange from economics, which had a dominant logic based on the exchange of “goods,” which usually are manufactured output. The dominant logic focused on tangible resources, embedded value, and transactions. Over the past several decades, new perspectives have emerged that have a revised logic focused on intangible resources, the cocreation of value, and relation...

The new dominant logic of marketing: Views of the elephant

Marketing is as old as commerce but the discipline only emerged in the last century to support a new manager cadre: marketers. Marketing itself differs less than the various perspectives academics take of it. Marketing is also context dependent. The product, be it goods, services or service, may have only a small moderating impact on the fundamental logic of marketing. Increasing choice and com...

Dynamics of value propositions: insights from service-dominant logic

Purpose – This article examines the notion of value propositions (promises of reciprocal value between service providers and their customers), value-in-exchange and value-in-use, all within the conceptual context of service-dominant (S-D) logic. Design/methodology/approach – Responding to calls in the recent literature for an academic critique of S-D logic, its key constructs, and its applicati...

Intrinsic Value: Towards A Pragmatic Theory

Intrinsic value is a concept central to the environmentalist movement. Whether one believes that natural objects have intrinsic value is supposed to determine whether one takes a ecocentric or homocentric approach to environmentalism, whether we practice deep or (merely) shallow ecology.  Yet this concept is also a center of controversy and confusion.  Just what does it mean for something to ha...