Academic literature on the topic 'Vargo and Lusch'

O presente ensaio responde como objetivo a uma melhor compreenso terica acerca da Lgica Dominante do Servio, proposta originalmente em Evolving to a New Dominant Logic for Marketing, por Vargo e Lusch (2004a). Neste contexto, o produto um mecanismo utilizado na proviso do servio. Ou seja, quando utilizado, o valor do produto reside nos benefcios de utilizao. Aspectos de tangibilidade tradicional (como a capacidade de tocar com as mos) ficam em plano secundrio diante da questo desempenho e valores percebidos. Dentre os preceitos centrais, o papel do consumidor vislumbrado como um ente envolvido na co-criao de valor. O mercado, ambiente da co-criao, experincia interativa geradora dos benefcios. Apesar dos prmios e reconhecimento aos preceitos da obra original da lgica de servio, desde 2004 refinos foram desenvolvidos acerca desta orientao da nova lgica. Neste perodo, os propositores da teoria revisaram as Premissas Fundacionais (PFs) da Service Dominant Logic (SDL), que so oito em primeiro momento, na obra inicial (VARGO, LUSCH, 2004a). Uma nona PF foi acrescida dois anos mais tarde (LUSCH, VARGO, 2006a), e a dcima em Vargo e Lusch (2008), trabalho que relevou as contribuies de outros autores ao longo deste perodo (providas em eventos e artigos acadmicos), que foram utilizadas como base aos ajustes tericos e na busca de uma melhor terminologia conceitual. Entende-se que a SDL uma potencial maneira de revisar as prticas do Marketing, apesar da necessidade de cautela diante de novas tendncias. A Educao Superior Privada foi adotada como exemplo de viabilidade da SDL, para alm de aspectos de mercado. DOI: 10.5585/remark.v10i3.2257

This study responds to a theoretical essay, where it sought to analyses the dominant logic of service in marketing and its contextualization, based on studies initiated by exponents such as Vargo and Lusch in 2004. In other words, this new logic interpreted that value is constructed from the perspective of value in individual or social use. Also, it was sought to bring findings of the evolution of the concept of marketing, because it has been the concern of researchers in the area over the past decades. Still, since 2004, theories have been developed about this orientation of the "new logic". In this period, the proposers of the Vargo and Lusch theory reviewed the Foundational Assumptions (FPs) of the "Service Dominant Logic" (SDL), where some years later was added an eleventh FP written in the article of (Vargo & Lusch, 2016) "the co-creation of value is coordinated through institutions managed by an actor and institutional arrangements". In this way, this essay approached private higher education through reports from teachers (teachers) and students (students) of the Master's Degree in Administration at a University located in the Pardo River Valley/RS, more precisely the classroom of that course, addressing the interactive relationships between the parties in the process of teaching learning and knowledge construction. Finally, studies based on the dominant logic of service in marketing and the co-creation of value, consists of resuming studies of the last decade in the marketing area, providing advances for integrative issues, where companies need to differentiate themselves in relation to their competitors, seeking to offer the best products and/or services.

Few recent topics in marketing have met such immediate popularity and critique as Vargo and Lusch’s service-dominant logic (SDL). While many have criticized SDL scholarship for a lack of cultural sophistication, coherence, and relevance, it has nevertheless maintained and expanded its own distinct stream of ideas. Recently, Vargo and Lusch have proposed that SDL could be extended into a theory of society. We criticize this notion by contrasting their views on commodity value with Marxist and post-Marxist literatures, finding SDL ill-equipped to understand consumer culture, but also continuing to propagate simplistic and misguided views of “value” in commodity markets. We conclude by challenging SDL’s suitability as candidate for all-encompassing social theorizing because of its tacit neoliberalism.

O marketing social visa promover a qualidade de vida das pessoas, por exemplo, visa convencer pessoas em risco social a adotar voluntariamente comportamentos que tragam segurança e bem-estar, individualmente e coletivamente. Entretanto, normalmente programas de marketing social são elaborados com base na Lógica Dominada pelo Produto (em inglês, ‘Good-Dominant Logic”, ou seja, GD-L), a qual, segundo Vargo e Lusch (2006, 2010), apresenta várias limitações. Uma delas é não considerar clientes como parceiros, capazes de auxiliar na provisão do serviço, nem como beneficiários que participam na cocriação de valor, auxiliando o provedor do serviço. Para superar essas e outras deficiências, Vargo e Lusch propõem nova perspectiva: a Lógica Dominada pelo Serviço (“Service-Dominant Logic”, abreviada, em português, como LDS). Este é um estudo descritivo e qualitativo, no qual o programa social “O Jovem e a Mobilidade” é analisado, adotando-se a LDS como estrutura teórica. Dados obtidos com pesquisa documental e entrevista semiestruturada foram analisados. Resultados mostram que alguns procedimentos do programa remetem a premissas da LDS, por exemplo, a importância atribuída pela coordenadora pedagógica à participação dos alunos na coprodução das atividades evidencia que ela considera os alunos como recursos operantes. Por outro lado, o conteúdo do relatório de atividades do programa revelou-se inteiramente voltado para a LDP, porque destaca a eficiência em vez da eficácia.

Neste artigo, analisa-se como os veículos de comunicação utilizam a cocriação para desenvolver novos formatos de negócios, sob a ótica da Lógica Dominante do Serviço em Marketing (VARGO E LUSCH, 2004). Considera-se o trabalho que adotam na relação com anunciantes, com o objetivo de gerar receita e fortalecer a marca das empresas. Por se tratar de um campo ainda pouco pesquisado, optou-se por uma metodologia qualitativa-exploratória, mediante estudo de caso realizado no Jornal Folha do Mate.

PurposeThe purpose of this article was to provide an outline of the citation practices of “Evolving to a new dominant logic for marketing” by Vargo and Lusch (2004) to identify and discuss the most prominent research topics in which citations were used and to suggest future research based on the results of the analysis.Design/methodology/approachThe authors used a comprehensive framework of citation practices based on iterations of previous literature to analyze the relevant literature, which they identified by accessing, systematically and rigorously, every available contribution matching a set of criteria. The authors then categorized these contributions and highlighted the main topics of research interest in each category.FindingsThe findings identify some of the factors in the continuous development of SDL, the way this new marketing logic permeated the scientific debate, the infusion of Vargo and Lusch (2004) into several contributions framed in the new logic or justified through it, and a general perception of a default reference. Additionally, the findings highlight the main topics of research interest in each category.Research limitations/implicationsThe analysis enabled the detection of the original paper's influence through advances in service studies, pollination into other fields of research and continuous scientific debate. The authors have highlighted several avenues for research and proposed future research directions.Originality/valueThis research analyzed the effects of the spread of the SDL cornerstone article and emphasized the advantage of using an in-depth approach to the analysis of studies through a framework applied to more than 4,600 studies.

O objetivo deste estudo foi investigar as características da produção científica do tema Cocriação de Valor nas bases de dados Web of Science e Scopus no período de 2000 a 2014. Utilizou-se a técnica de análise bibliométrica. Verificou-se a evolução do tema Cocriação de Valor. Vargo e Lusch foram os pesquisadores mais citados e mais profícuos. Este estudo contribuiu para difundir, socializar e nortear a temática cocriação de valor na literatura acadêmica nacional, colaborando para melhor entendimento de suas nuances, que influenciam em sua importância como tema emergente no contexto acadêmico e no campo do conhecimento Administração.

Progress toward the institutionalization of macromarketing continues to occur. This article addresses the suggestion, implicit in Robert F. Lusch’s “Long Macro View,” that the institutional norms of macromarketing deserve scrutiny. Specifically, this article argues that insights on macromarketing’s existing and appropriate institutional norms can be found in (1) the first, truly marketing, academic journal article ever written, “Some Problems in Market Distribution,” (2) the first macromarketing conference held at the University of Colorado in 1976, (3) the “four eras” historical analysis of aggregate marketing systems by William Wilkie and Elizabeth Moore, and (4) the service- dominant-logic of Stephen Vargo and Robert F. Lusch. This article argues that these works suggest fifteen institutional norms for macromarketing scholars to consider, discuss, and evaluate.

Neste trabalho aborda-se a utilidade da Lógica Dominada por Serviço (LUSCH; VARGO, 2014), para o entendimento de fenômenos do Marketing Social, com ênfase na cocriação de valor pelo beneficiário de programas sociais voltados para a adoção do sexo seguro. Após pesquisa bibliográfica sobre o tema, elaborou-se modelo hierárquico contendo os constructos que envolvem a cocriação de valor e seus potenciais antecedentes. A partir do modelo foi criado o questionário, que foi aplicado a estudantes universitários na cidade de Teófilo Otoni-MG. Os resultados, obtidos por meio de Modelagem de Equações Estruturais, mostram que o constructo nível de atividades tem como antecedente o traço elementar abertura a experiências, enquanto que o constructo número de interações é explicado pelos traços elementares abertura a experiência, neuroticismo e necessidade de recursos materiais (negativamente).

Purpose – The purpose of this paper is to investigate the use of rhetorical and narrative strategies in the foundational text of Service-Dominant (S-D) Logic. The author argues that the success of Vargo and Lusch's (2004a) paper in establishing the foundational premises of the new S-D Logic is greatly aided by their persuasive use of classical rhetorical techniques of word choice, metaphor, and framing as well as the careful construction of a narrative that is guaranteed to be attractive to their audience. Design/methodology/approach – The author uses techniques of rhetorical and narrative analysis to closely examine some of the principle argument in the foundational text of S-D Logic. Findings – The author finds that Vargo and Lusch (2004a) make use of a powerful narrative of redemption in which marketing is seen to be saved from a potentially destructive internal struggle by a revelatory shift in perspective. The choice of key framing terms such as “logic”, “evolution”, and “paradigm” is found to have an important rhetorical effect in supporting this persuasive narrative and helping to cast it in a scientifically “inevitable” light. Originality/value – The findings speak to the vital role played in academic marketing, and in the successful promulgation of a new movement within the academic marketing community, of persuasive language and narrative.

This qualitative research is a contribution to the ongoing debate among marketing researchers regarding if there is a dominant paradigm and viewpoint of marketing and which one is the most appropriate. In this study current views of marketing are identified and then compared against the older Goods-Dominant Logic of Marketing and Vargos’ and Luschs’ alternative Service-Dominant Logic of Marketing. The trends that have been observed are situated in the framework of Thomas S. Kuhn’s philosophy of science. The aim has been to make an analysis about which stage marketing is in its scientific revolution today. Kuhn’s philosophy has, as far as we know, never been examined with the chosen methodology. Further it has not been applied onto a social science either. The conclusion that has been drawn in the thesis is that marketing is dealing with anomalies at this moment. Therefore it is in a stage of crisis in its scientific revolution. Hence there is not a dominant paradigm in marketing currently.<br>Bakgrunden till uppsatsen är den debatt vilken pågått under snart 20 år fram till dags dato mellan marknadsföringsforskare gällande vilket grundläggande synsätt som vetenskapen bör ha. Forskning visar på att marknadsföringsdisciplinen under lång tid präglats av ett varucentrerat synsätt som har sitt ursprung i nationalekonomin. I debatten tydliggör forskarna för de brister som de finner med det varucentrerade synsättet och särskilt gällande det förhållningssätt synsättet har till service och tjänster. Undersökningen har sin utgångspunkt i den fråga några forskare ställer sig gällande om ett paradigmskifte kan vara på gång inom marknadsföringsdisciplinen. Frågan ställer vi mot det alternativa synsätt Stephen Vargo och Robert Lusch utvecklat. De är inte de enda forskare som utvecklat alternativa synsätt men deras utmärker sig på två sätt. Dels genom att service istället för varor är grundstenen i synsättet dels den aggregerade nivån på deras resonemang. Vi ställer oss frågan vilket som är det rådande paradigmet inom marknadsföringsdisciplinen idag. Är det Vargos och Luschs nya servicecentrerade synsätt Service-Dominant (S-D) Logic of Marketing, eller det äldre varucentrerade som de benämner Goods-Dominant (G-D) Logic of Marketing? Eller kanske något annat? Frågeställningen ställs utifrån Thomas S. Kuhns vetenskapsfilosofi vari paradigm är det mest centrala begreppet. Vidare syftar vi till att påvisa i vilken av faserna i den vetenskapliga revolution som marknadsföringsdisciplinen är i idag. Undersökningen har främst en deduktiv ansats, där grunden utgörs av en omfattande litteraturstudie. Kuhns vetenskapsfilosofi och alla de faser som ingår i den vetenskapliga utvecklingen som han kallar för vetenskapliga revolutioner fungerar som en metateori. Vidare redogörs det även för de karakteristiska dragen i G-D Logic och S-D Logic. Metodvalet är kvalitativt då vi syftar till att ge en ögonblicksbild av rådande synsätt vilket stämmer väl överens med kvalitativa metoders styrkor. Tio informanter inom urvalet intervjuades rörande deras synsätt kring områden som marknadsföringsämnet består av. Analysen byggs sedan upp i två steg. Informanternas svar analyseras utifrån G-D Logic och S-D Logic för att se om informanternas synsätt omfattas av dem eller om något annat synsätt är tydligt. De tendenser vi finner i informanternas synsätt analyserar vi sedan utifrån Kuhns vetenskapsfilosofi. Därefter var det möjligt att dra slutsatsen att marknadsföringsdisciplinen idag befinner sig i den vetenskapliga fasen kris som karakteriseras av anomalier. Vidare är inget synsätt dominant idag. Undersökningen har främst två målgrupper. Dels forskare inom marknadsföringsämnet där vi bidrar till den rådande debatten. Dels till andra samhällsvetenskapliga discipliner. Vi har inte kunnat finna att Kuhns filosofi har testas inom samhällsvetenskapen tidigare. Därigenom kommer undersökningen också med ett metodologiskt bidrag.

Service dominant logic (S-D logic) is a concept that has been criticized for not adopting an interactive approach to some of its fundamental premises (Vargo &amp; Lusch, 2016). Recently, S-D logic has been modified to reflect interactive dimensions and, in particular, the construct of value co-creation (Vargo &amp; Lusch, 2016). These modifications suggest that the service-provider?customer dynamics cannot be fully understood without utilizing interaction terminology and research methodology that afford an opportunity to study the domain from a dyadic point of view. In this chapter, Symbolic Interactionism (SI) and Social Exchange Theory (SET) perspectives are espoused in order to explore the construct of value co-creation as a dynamic qualitative process or a stable quantitative outcome, respectively, the challenges, advantages, and limitations of applying these perspectives are discussed.

Study Abroad (SA) education has become an increasingly important educational program for teaching global learning and intercultural competence, maturity, and sensitivity of students. Since the price tag attached to SA programs can be daunting, the question arises how value can be defined and, more importantly, how value is created. Some scholars have used the principles of service-dominant logic proposed by Vargo and Lusch (2004) to suggest that students should be engaged as an active co-creator of the university experience. Utilizing a qualitative research approach this chapter proposes that the value process of SA programs consists of three stages: (1) value proposition and potential; (2) resource integration and value co-creation; and (3) value realization evaluation. This study identifies key roles of the participants and their operand and operant resources that guide the value co-creation process. The framework provides faculty with a way to understand, adapt, and manage resource integration and influence students' SA value realization processes.

CRM is more than the tactical application of technology solutions; it is a broader strategic approach to managing customer relationships (Payne and Frow, 2005) in order to create value. This article will review the challenges of creating the right organisational context to manage the value exchange, in order to create the right level of value for the customer in the application of CRM.One of the reasons CRM initiatives have failed in the past has been a focus only on the value that the firm can gain from a relationship, without consideration of the benefits in terms of customer experience and their perception of value. With recognition that the customer plays an active role in service models and subsequently the work triumphed by Lusch and Vargo (2004; 2006a; 2008) around the importance of a service-dominant logic (S-DL) for marketing, it has been increasingly recognised that the customer’s perception of value-in-use is facilitated by relationships with customers. However, traditionally managers have been trained to think from a product-dominated perspective and to create value offerings for (not with) the market. If application of service-dominant logic is to lead to firms developing competitive advantage through more effective co-creation of customer-perceived value, then firms need to attempt to ‘manage’ their organisational climate in order to support delivery of effective CRM solutions with a culture that enables and encourages staff to work to develop relationships that create value with customers that encourage those customers to stay in those relationships. Relevant literature across a number of research paradigms is reviewed and an agenda for future research is discussed.

Absorptive capacity is considered as an important innovation enabler since it can reduce risks and costs associated with innovations developed entirely by the companies themselves (Apriliyanti &amp; Alon, 2007). Absorptive capacity can be understood as the ability to recognize the value of new external information and its application (Cohen &amp; Levinthal, 1990). The number of publications about absorptive capacity have increased in recent years and, amongst the main streams studied in this field, there exist interorganizational learning and knowledge transfer dynamics (Apriliyanti &amp; Alon, 2007). In this context, the level of new external information availability was considered to be one of the main absorptive capacity enablers (Zahra &amp; George, 2002). However, this availability is not only related to the amount of external information, but also to how this information is transferred (Markovic &amp; Bagherzadeh, 2018). Consequently, co-creation has been highlighted as an important way to enhance knowledge sharing and to facilitate the absorption of new external information (Markovic &amp; Bagherzadeh, 2018). Concerning co-creation, it can be considered as a “new paradigm in the management literature” (Galvagno &amp; Dalli, 2014: 643) and can be defined as a process that “involves the participation in the creation of the core offering itself. It can occur ... with customers and any other partners in the value network” (Lusch &amp; Vargo, 2006: 284). Thus, it can be understood as a relationship between stakeholders (Azevedo, 2009) that emerged from active, creative and collaborative experiences (Campos et al., 2018; Kazadi, Lievens &amp; Mahr, 2016) through which value is created (Haahti, 2006). Therefore, co-creation results in developing new products and services in a faster, more relevant and innovative way than traditional processes. It is a process that brings the opportunity to continue interaction between the firm and customers in which the firm is willing to work with external stakeholders and obtain more value through this collaboration with customers (Hamidi, Gharneh &amp; Khajeheian, 2020). On the other hand, one of the ways to synthesize knowledge effectively is by developing the capacity for innovation, which has the virtue of establishing processes that take advantage of absorbed knowledge to incorporate new functions or create new products, and also to mitigate the impact of negative externalities, identify new sources of raw materials, access new services that add value, enter new underserved markets, improve operational processes, or adopt new activities for commercialization and business management (Rodríguez, Barón &amp; Guaita, 2020).