| 翻訳と辞書 |
| Service-dominant logic ： ウィキペディア英語版 |
Service-dominant logic
Radical reformulation of marketing happens and arguably is part of the dynamic tension just under the surface calm of any discipline. But not since Lynn Shostack’s call to marketers to "break free" from goods marketing in 1977 has a new reconfiguration of general marketing logic attracted so much interest so quickly. The catalyst for this interest was the publication of an award-winning〔For this work, Lusch and Vargo have been awarded the Harold H. Maynard Award by the American Marketing Association for "significant contribution to marketing theory and thought" and the Sheth Foundation Award for "long term contributions to the field of marketing."〕 article by Stephen Vargo and Robert Lusch in the January 2004 issue of (''Journal of Marketing'' ) entitled "Evolving to a New Dominant Logic for Marketing". This was followed in the same year by an article from the same authors in the (''Journal of Service Research'' ), directly challenging the efficacy of the characteristic differentiators between services and goods (intangibility, heterogeneity, inseparability and perishability). In 2005, an international group of academics led by David Ballantyne met to discuss these issues at (The Otago Forum (2005, 2008, 2011) ), with special issues of major marketing journals emerging, as a consequence. Other international interest emerged that broadened to include service management and service science. This broadened interest is reflected in the Naples Forum on Service (2009, 2011,and 2013) that has a special focus on service systems and networks, service science and service-dominant logic. Lusch and Vargo, established the Forum on Markets and Marketing (FMM), which was held in 2008 at the University of New South Wales, in 2010 at Cambridge University, in 2012 at the University of Auckland, and in 2014 at the CTF, Service Research Center Karlstad University, Sweden. FMM, now a biennial event was established as a service-dominant (S-D) logic-based forum to: (1) explore foundational and theoretical issues related to marketing, including the understanding of markets and marketing systems and (2) further the development of S-D logic.
== What is S-D Logic? ==
Marketing inherited a model of exchange from economics, which had a dominant logic based on the exchange of "goods", which usually are manufactured output. The dominant logic focused on tangible resources, embedded value, and transactions. Over the past several decades, new perspectives have emerged that have a revised logic focused on intangible resources, the co-creation of value, and relationships. The new perspectives are converging to form a new dominant logic for marketing, one in which service provision rather than goods is fundamental to economic exchange.〔Vargo, Stephen L.; Lusch, Robert F. : Evolving to a new service dominant logic for marketing. Journal of Marketing. Vol. 68 (January 2004), p. 1.〕 Vargo and Morgan (2005) provide a historical review of economic and philosophical thought that led to the dominant logic surround goods or manufactured output.
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
■ウィキペディアで「Service-dominant logic」の詳細全文を読む
スポンサード リンク
| 翻訳と辞書 : 翻訳のためのインターネットリソース |
Copyright(C) kotoba.ne.jp 1997-2016. All Rights Reserved.
|
|