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Reframing Customer Value from a Dominant Logics Perspective

Kurzfassung Customer Value (CV) is one of the most crucial concepts in the field of marketing. Literature states that the identification and creation of CV is decisive for the strategic success of any organization. Moreover, CV was coined a hot research topic in the field of marketing for the years of 2010-2012 by the Marketing Science Institute (2011). However, there is still no clear opinion about the concept per se, as there is currently no accepted CV definition. What is more, since a broad variety of fundamental developments, such as the rise of the service-dominant and customer-dominant logic, touched the CV concept in the past years, there is a need to reflect upon them. Therefore, this article addresses this challenge and reflects upon recent developments to provide a common basis for future research. Moreover, the resulting implications for CV creation are provided. Focal questions that arise when considering CV include: What is the nature of CV and how can value be created considering the implications of both logics?
   
Typ Artikel (wissenschaftliche Zeitschrift)
   
Schlagwörter (Tags) customer value, S-D logic, C-D logic; nature of value, value creation
   
Sprache Englisch
Art des Artikels Journal Artikel
Erscheinungsdatum 8-2012
Zeitschrift Der Markt. International Journal of Marketing
Verlag Springer (Wien)
ISSN 0025-3863
ISSN (online) 1867-8882
DOI 10.1007/s12642-011-0068-5
Jahrgang bzw. Volume 51
Nummer bzw. Issue 2-3 (Special issue: Value to the customer)
Seite(n) 101-113
Review Double-Blind Review
   
Zitation Schlager, Tobias ; Maas, Peter: Reframing Customer Value from a Dominant Logics Perspective. In: Der Markt. International Journal of Marketing 51 (2012), Nr. 2-3 (Special issue: Value to the customer), S. 101-113, DOI:10.1007/s12642-011-0068-5.