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Service-Dominant Logic: Its Past, Present, and Future Impact on Marketing Thought

Thomas W. Gruen & Joachim C.F. Ehrenthal

abstract 2013 AMA Winter Marketing Educators' Conference Marketing Theory Track Special Session:

"Service-Dominant Logic: Its Past, Present, and Future Impact on Marketing Thought"

The objective of this session is to facilitate and advance the application and development of Service-Dominant logic by reflecting on its past and projecting future avenues. The proposed session will help drive the further evolution of Service-Dominant logic particularly as it relates to further development of marketing theory and practice. On a broader scale, the session will also address what we have learned to better advance the development of conceptual and theoretical articles in major journals.

Since its formal introduction to the marketing field with Vargo and Lusch’s Journal of Marketing article in 2004, Service-Dominant logic has challenged many of the bounds of marketing thought, including its view of value and the value creation process. In the past decade, it is hard to find a conceptual article that has attracted so much attention and spawned the level of subsequent research across disciplines as did the 2004 article. The special session will touch the content, methodological and substantive domain of Service-Dominant logic research. This special session will discuss and aim to push further the bounds of Service-Dominant logic and its application in academia and business practice.

The session begins with a presentation of a paper that maps and summarizes the articles that can be traced to the seminal 2004 work, and then will deliver prepared commentary from a panel of experts in the field. The final third of the session will be devoted to audience discussion with the panelists.

Session Chair and Panel Moderator:
Thomas W. Gruen, Professor of Marketing, University of New Hampshire, USA.

Paper Presentation:
“A Review of Service-Dominant Logic Research 2004-2011”
Joachim C.F. Ehrenthal, Chair of Logistics Management, University of St.Gallen, Switzerland.

Commentary on the Status and Future of Service-Dominant Logic Research by:
Robert F. Lusch, Eller College Professor of Marketing, University of Arizona, USA.
Stephen L. Vargo, Shidler College Distinguished Professor of Marketing, University of Hawaii, USA.
Mary Jo Bitner, PetSmart Chair in Services Leadership, W.P. Carey School, Arizona State University, USA.
Bo Edvardsson, Professor of Service Management and Marketing, Karlstad University, Sweden.
James C. Spohrer, Director, IBM University Programs World-Wide (IBM UP), San Jose, California, USA.

We would like to thank the panelists and over 80 attendants for participating in this great session!
   
keywords Service-Dominant logic
   
homepage http://www.marketingpower.com/Calendar/Pages/Winter%20Mar...
partner
type other project type
status completed
start of project 2013
end of project 2013
additional informations
topics Service-Dominant logic ; marketing theory ; special session
methods Structured literature review ; panel discussion
profile area SoM - Business Innovation
contact Joachim C.F. Ehrenthal