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Reframing Customer Value from a Dominant Logics Perspective

version abrégée 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?
   
Genre Journal paper
   
mot-clé customer value, S-D logic, C-D logic; nature of value, value creation
   
langue English
kind of paper journal article
date de sortie de la publication 8-2012
journal Der Markt. International Journal of Marketing
maison d'édition Springer (Wien)
ISSN 0025-3863
ISSN (online) 1867-8882
DOI 10.1007/s12642-011-0068-5
émission du journal 51
numéro du journal 2-3 (Special issue: Value to the customer)
page(s) 101-113
Review Double-Blind Review
   
citation Schlager, T., & Maas, P. (2012). Reframing Customer Value from a Dominant Logics Perspective. Der Markt. International Journal of Marketing, 51(2-3 (Special issue: Value to the customer)), 101-113, DOI:10.1007/s12642-011-0068-5.