This thesis aims at looking into the reactions and discussions regarding the proposed service-dominant logic (S-D logic) in more detail. Seven years after the initial publication in the Journal of Marketing, no comprehensive overview of the existing literature has yet been made. How did long-established scholars respond to the suggestions and findings of Vargo and Lusch? Was it rather positive or negative? What needs to be done in the future in order to actually implement a service-centered thinking? In the following chapters, I will introduce the basic ideas of S-D logic, followed by a detailed state-of-literature to capture the various publications that arose from the initial Vargo and Lusch article. The vast majority of marketing research (one could name it “mainstream” marketing research) is concerned with consumer, or B2C, marketing. But what about business-to-business relationships? It is interesting to figure out whether the concepts of a service-dominant logic display similarities with concepts of B2B marketing and whether they could successfully be adopted in B2B markets. This is what I am going to examine in the last part of this thesis.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Relevance of the Thesis
- Objectives and Delimitations of the Thesis
- Structure of the Thesis
- The Service-Dominant Logic of Marketing
- Special Characteristics of Services (IHIP)
- How Current Research Challenges the Validity of an IHIP Paradigm
- The New Dominant Logic According to Vargo and Lusch
- State-of-Literature
- Literature on Services Marketing prior to Vargo and Lusch
- Dialog and Debate on Service-Dominant Logic
- Critique on Vargo and Lusch's New Dominant Logic
- Implications for Marketing Practice and Research
- Reactions and Refinements by Vargo and Lusch
- Similarities with Business-to-Business Marketing
- The Nature of Business Markets
- Similarities of Business Markets with a Service-Dominant Logic
- Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This thesis examines the Service-Dominant Logic (S-D logic) of marketing, exploring its origins, development, and potential application in business-to-business (B2B) marketing. It aims to identify key similarities between the S-D logic and the characteristics of B2B markets.
- The evolution of service marketing theory and the emergence of the Service-Dominant Logic.
- The critique of traditional goods-dominant logic and its implications for marketing practice.
- The key principles and foundational premises of the Service-Dominant Logic.
- The application of S-D logic in B2B marketing and its implications for business strategy.
- The similarities and differences between the S-D logic and traditional B2B marketing approaches.
Zusammenfassung der Kapitel (Chapter Summaries)
The first chapter introduces the thesis, outlining its relevance, objectives, and structure. Chapter two explores the Service-Dominant Logic, discussing the special characteristics of services and how current research challenges the validity of traditional goods-dominant logic. It then introduces Vargo and Lusch's new dominant logic, highlighting its key principles. Chapter three provides a comprehensive review of the literature on service marketing, including critiques of the S-D logic and its implications for marketing practice. The chapter also examines reactions and refinements by Vargo and Lusch to the existing literature. Chapter four delves into similarities between B2B marketing and the S-D logic, discussing the nature of business markets and how they align with the principles of value co-creation. The thesis concludes with a summary of key findings and their implications for future research.
Schlüsselwörter (Keywords)
Service-Dominant Logic, Goods-Dominant Logic, Value Co-creation, Business-to-Business Marketing, B2B, Intangibility, Heterogeneity, Inseparability, Perishability, Service Marketing, Marketing Theory, Marketing Practice, Research Methodology, Business Strategy, Market Segmentation, Customer Relationship Management.
- Quote paper
- Christina Anhäuser (Author), 2011, The Service Dominant Logic of Marketing, Munich, GRIN Verlag, https://www.grin.com/document/175279
