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(131w) As news media developed native advertising to attract advertisers, they depend on an increasing cost (time and energy) of news users to engage with it. Thus, they have to take news users' needs into account as well. Following stakeholder marketing and service-dominant logic, this paper contends that the news ecosystem is a service ecosystem with value exchanged and co-created between stakeholders. Through in-depth interviews with users from a popular free news app, this study explores how news users perceive the value exchange of native advertising on news sites and the perceived value of individual native advertisements. The perceived value is determined by news users' goal to consume newsworthy and informative content. To cater for this goal, native advertising needs to properly align content, advertiser type and ad position in the newsfeed. [ABSTRACT FROM AUTHOR]

Many core marketing concepts (e.g., markets, relationships, customer experience, brand meaning, value) concern phenomena that are difficult to understand using linear and dyadic approaches, because they are emergent. That is, they arise, often unpredictably, from interactions within complex and dynamic contexts. This paper contributes to the marketing discipline through an explication of the concept of emergence as it applies to marketing theory. We accomplish this by first drawing on the existing literature on emergence in philosophy, sociology, and the theory of complex adaptive systems, and then link and extend this understanding to marketing using the theoretical framework of service-dominant (S-D) logic, particularly as enhanced by its service-ecosystems and institutionalization perspectives. Our work recognizes both emergence and institutionalization as integral or interrelated processes in the creation, maintenance, and disruption of markets and marketing phenomena. We conclude by discussing implications for marketing research and practice. [ABSTRACT FROM AUTHOR]

While services represent the largest sector of the global economy, 86.8% in the United States, most supply chain management (SCM) research is focused on product flows. Executives in manufacturing firms have benefited from frameworks created to implement SCM processes, but this is not the case for their counterparts in service companies. The two most cited SCM frameworks for services have methodological and conceptual deficiencies. Drawing upon the service‐dominant logic of marketing and using an empirical research approach, we developed supply chain structure maps for nine service firms. Our findings indicate that the supply chain structure maps of service companies are comparable to those in the product‐based literature, which supports the service‐dominant logic. Then, we identified the six key processes that constitute a framework to manage service supply chains. The customer relationship management and the supplier relationship management processes form the critical links in the supply chain, and the other four processes are coordinated through this linkage. The SCM framework for services provides direction for executives in service firms who need to increase cross‐functional integration within their firms and with other members of the supply chain. For academics, 12 avenues for future research are identified. [ABSTRACT FROM AUTHOR]

This article aims to examine the contribution of Vargo and Lusch (V&L) to service-dominant logic (S-D logic) thinking from the first time it appeared until now. No previous study has specifically analyzed all contributions of V&L since the phenomenon appearance of their article about this perspective in 2004. We identified a total of 146 titles of scientific publications by V&L with other authors on the S-D logic perspective over a period of 17 years (2004–2020). Each publication was analyzed through content analysis in several key aspects. This study found that the types of publications were dominated by journal articles and book chapters. There are 95 names of authors who have collaborated with V&L, mostly from the Americas and Europe. Based on the organization of origin of the researcher, 64 organizations have collaborated with V&L. All V&L publications are spread across 44 scientific journals, which include marketing and non-marketing journals or those from other social sciences. As a novelty, this study succeeds in explaining the evolution of S-D logic research over time based on V&L works through a systematic investigation. In this study, V&L’s efforts to institutionalize S-D logic can be traced.

Healthcare managers are increasingly relying on advances in management science to improve service organisation, operations and delivery, with the aim of better serving patients. Acknowledging the unique and specific nature of healthcare, and the associated constraints, this article argues that healthcare managers can learn from recent developments in the field of marketing in order to better understand and serve patients. Theories and concepts in the service marketing and consumer behaviour literature emphasise the need to take the perspective of consumers and co-construct meaningful experiences with them. In addition, marketing theories and concepts such as service-dominant logic, the 'jobs-to-be-done' approach and the duality of mind carry implications both in terms of understanding how to interact with patients and how to approach healthcare management in the modern world. Adopting these principles in healthcare management practices can result in a better understanding of the patient journey throughout their healthcare experience. [ABSTRACT FROM AUTHOR]

The Service-Dominant Logic (SDL) concept was first promoted by Vargo & Lusch (2004a) because of a shift in marketing perspective that prioritizes services in the exchange process. The SDL marketing perspective consists of eight aspects namely, operant resources, resourcing, service and experience, dialogue, value plans, value creation networks, learning through exchanges and marketing collaboration. This study examines the extent to which the Honey Picking Tourism Honey Agro (WPM) has implemented marketing perspectives according to the SDL concept. Data obtained through observation, interviews and documentation studies. The resource persons consisted of managers, division heads and WPM customers. Data analysis uses an interactive model (Miles, Huberman & Saldana, 2014) which starts from Data Collection, Data Condensation, Data Display, and Conclusion Drawing. The results showed that WPM has applied all eight aspects of the marketing perspective that are in accordance with the SDL concept. WPM Managers place customers as an internal part in value creation. This can be seen from the involvement of customers from the beginning of the formation of educational tourism to the ongoing development. Managers give priority to service to customers to meet customer needs and satisfaction. However, WPM applies the service concept without knowing the SDL concept in theory. So that the benefits obtained are more optimal for the application of the service concept, it is better for WPM to carry out theoretical learning about the SDL concept.

This article aims to examine the contribution of Vargo and Lusch (V&L) to service-dominant logic (S-D logic) thinking from the first time it appeared until now. No previous study has specifically analyzed all contributions of V&L since the phenomenon appearance of their article about this perspective in 2004. We identified a total of 146 titles of scientific publications by V&L with other authors on the S-D logic perspective over a period of 17 years (2004–2020). Each publication was analyzed through content analysis in several key aspects. This study found that the types of publications were dominated by journal articles and book chapters. There are 95 names of authors who have collaborated with V&L, mostly from the Americas and Europe. Based on the organization of origin of the researcher, 64 organizations have collaborated with V&L. All V&L publications are spread across 44 scientific journals, which include marketing and non-marketing journals or those from other social sciences. As a novelty, this study succeeds in explaining the evolution of S-D logic research over time based on V&L works through a systematic investigation. In this study, V&L’s efforts to institutionalize S-D logic can be traced. [ABSTRACT FROM AUTHOR]

Through an analytical and reflective vision, the aim of this article is to clarify the emerging concept of co-creation, its advantages, limitations, and the processes that facilitate its application. A review of the academic literature from the first studies is made, which proposes different ways of co-create in contrast to the paradigm of the Service-Dominant Logic (SDL) in marketing. Recent studies indicate that the consumer should not be considered as a passive element (the objective) but must become an active element (co-creator or co-producer) for the companies. Among other aspects, it is concluded that, in order to generate a sustained value in the organizations, the focus of the actions of the managers should be the creation of joint value with their clients and not the exclusive goal of increasing the sales of its products or services, which are designed internally and closed way

This theoretical essay has the objective of discussing aspects related to the LDS, which has been addressed by Lusch and Vargo since 2004. Over the last 16 years, the Logic theme has received essential contributions that contributed to the updating of the terms, axioms and lexicon. In this sense, we highlight the pertinence of the essay with a view to updating the state of the art of these publications, pointing out some criticisms made in the literature and presenting possibilities for the marketing research in the Brazilian context. [ABSTRACT FROM AUTHOR]

How do people approach marketing in the face of uncertainty, when the product, the market, and the traditional details involved in market research are unknowable ex ante? The authors use protocol analysis to evaluate how 27 expert entrepreneurs approach such a problem compared with 37 managers with little entrepreneurial expertise (all 64 participants are asked to think aloud as they make marketing decisions in exactly the same unpredictable situation). The hypotheses are drawn from literature in cognitive science on (1) expertise in general and (2) entrepreneurial expertise in particular. The results show significant differences in heuristics used by the two groups. While those without entrepreneurial expertise rely primarily on predictive techniques, expert entrepreneurs tend to invert these. In particular, they use an effectual or nonpredictive logic to tackle uncertain market elements and to coconstruct novel markets with committed stakeholders. [ABSTRACT FROM AUTHOR]

Inspired by Vargo & Lusch’s Service-Dominant Logic (SDL) and relying on the Austrian School’s individualism and subjectivism, we use knowledge from economics to better support the discussion of the primary topic of Marketing: that of value creation. Specifically, we draft a Value-Dominant Logic. We provide ten foundational premises stemming from the recognition that value is subjective and, consequently, cannot be created by entrepreneurs or firms. Entrepreneurs and firms propose value, but subjective value can only be perceived, created and thus experienced in the individual consumer’s mind. By adopting the perspective that logically follows from this understanding, the disciplines of management and marketing will be better able to narrow the uncertainties of the market process, and entrepreneurs can make better decisions about how to help consumers overcome felt uneasiness by adopting their proposed solutions.

This is the text of a eulogy delivered March 3, 2017 in Tucson Arizona. [ABSTRACT FROM AUTHOR]

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