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Relationship value through the lens of the service-dominant logic
Linköping University, Department of Management and Engineering, Industrial Marketing and Industrial Economics . Linköping University, The Institute of Technology.
University of Otago.
2009 (English)In: International Colloquium in Relationship Marketing 2009, Maastricht, 2009Conference paper, Published paper (Refereed)
Abstract [en]

This paper discusses the Service-Dominant (S-D) logic of marketing within a business-to-business (B2B) context. More specifically, S-D logic is used as a lens to investigate the concept of relationship lifetime value, and to examine how value is derived from use-contexts in industrial marketing systems. We find that the S-D oriented firm should explore how it wants to act and interact in various contexts, keeping in mind the extended time-logic available for value co-creation that is part of S-D logic thinking. Further, we argue that if a firm’s industrial counterparts do not see the world of opportunity through an S-D logic lens, this does not invalidate its application, although the potential for co-creative innovation may be constrained. Therefore, an agile, relationship contingency approach is recommended. We conclude with some comments on the unifying effects that the S-D logic perspective brings to relationship marketing, in terms of how industrial firms may perceive themselves, their potential to co-create value, and their relationships within their business network.

Place, publisher, year, edition, pages
Maastricht, 2009.
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:liu:diva-51203OAI: oai:DiVA.org:liu-51203DiVA: diva2:273292
Available from: 2009-10-20 Created: 2009-10-20 Last updated: 2009-10-26

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Kowalkowski, Christian

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