Journal•ISSN: 1470-5931
Marketing Theory
SAGE Publishing
About: Marketing Theory is an academic journal published by SAGE Publishing. The journal publishes majorly in the area(s): Marketing research & Marketing management. It has an ISSN identifier of 1470-5931. Over the lifetime, 635 publications have been published receiving 38335 citations. The journal is also known as: MT.
Topics: Marketing research, Marketing management, Marketing science, Sociology, Service-dominant logic
Papers published on a yearly basis
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TL;DR: In this paper, the authors invite and welcome both elaborative and non-explorative service-dominant (S-D) logic to be used in S-D logic.
Abstract: As one of its own foundational premises implies, the value of service-dominant (S-D) logic is necessarily in its open, collaborative effort. Thus, the authors invite and welcome both elaborative an...
1,684 citations
TL;DR: In this article, the authors analyse the underpinning logic of value co-creation in service logic and reformulate seven statements included in six of the foundational premises of the service-dominant logic.
Abstract: The underpinning logic of value co-creation in service logic is analysed. It is observed that some of the 10 foundational premises of the so-called service-dominant logic do not fully support an understanding of value creation and co-creation in a way that is meaningful for theoretical development and decision making in business and marketing practice. Without a thorough understanding of the interaction concept, the locus as well as nature and content of value co-creation cannot be identified. Value co-creation easily becomes a concept without substance. Based on the analysis in the present article, it is observed that the unique contribution of a service perspective on business (service logic) is not that customers always are co-creators of value, but rather that under certain circumstances the service provider gets opportunities to co-create value together with its customers. Finally, seven statements included in six of the foundational premises are reformulated accordingly.
1,342 citations
TL;DR: A systematic review of the extensive research that has been conducted on the conceptualization of perceived value is presented in this paper, where the major conclusions of the present review are summarized in Table 1.
Abstract: The purpose of this article is to present a systematic review of the extensive research that has been conducted on the conceptualization of perceived value. The major conclusions of the present stu...
1,009 citations
TL;DR: In this paper, the authors explore the role of context in service provision and, more broadly, in market co-creation, and discuss how these market levels influence one another, and conceptualize markets as simultaneous, continuous exchanges that are bounded by each of these levels of context.
Abstract: The purpose of this paper is to explore the role of context in service provision and, more broadly, in market co-creation. We oscillate foci from an individual actor at the micro level to a market at the macro level to make the scaleable influence of context more salient. This reveals the meso level, which is nestled between the micro and macro levels. We discuss how these market levels influence one another. We conceptualize markets as simultaneous, continuous exchanges that are bounded by each of these levels of context.
912 citations
TL;DR: Following the article by Vargo and Lusch (2004), the use of a service-dominant logic has become an international topic for discussion as mentioned in this paper, following the research tradition of th
Abstract: Following the article by Vargo and Lusch (2004), the use of a service-dominant logic has become an international topic for discussion In the present article, following the research tradition of th
847 citations