Evolution of service-dominant logic: Towards a paradigm and metatheory of the market and value cocreation?

Sustainable marketing based on virtue ethics: addressing socio-ecological challenges facing humankind

“…This approach, which we call Social and Ecological Thought (SET) marketing, is timely because it may be better suited than mainstream sustainable marketing to address pressing socio-ecological crises. In short, this paper offers an alternative to the philosophical point of view that underlies mainstream marketing, and a rethinking of fundamental concepts and frameworks—in particular, the 4 Ps of marketing—that provide the foundation and a sense of meaning and direction for theory building in marketing (Bates 2005 ; Brodie et al 2019 ).…”

Three Decades of Customer Value Research: Paradigmatic Roots and Future Research Avenues

“…Most studies that built upon SDL centered on the process of co-creating value (Brodie, Löbler, and Fehrer 2019), but a few studies also incorporated customer perceptions as in CPV. Plewa et al (2015), for instance, hold that "what customers create or co-create (a process) results in perceived value (a perception)" (p. 573).…”

“…The systemic conceptualization of value emphasizes that value co-creation extends beyond dyadic interactions between customers and service providers. Building upon more recent contributions to SDL, researchers increasingly recognize that customers are embedded in systems of social and economic actors engaged in integrating resources and exchanging services (Brodie, Löbler, and Fehrer 2019). In these service (eco)systems, a multitude of resource-integrating actors at different levels of aggregation—such as individuals, organizations, sets of organizations, and other stakeholders—engage in mutual value creation through service exchanges (Akaka and Vargo 2015; Chandler and Vargo 2011).…”

“…The present article focuses on customer value research in consumer markets, as considerable variation exists in the conceptualization of perceived customer value (an outcome as defined by the customer) that may partially relate to a lack of convergence among different philosophical paradigms (Becker and Jaakkola 2020). Divergent paradigms, with differing positions on the core elements of a construct are not in and of themselves problematic but may confuse researchers and create profound implications for practitioners (Brodie, Löbler, and Fehrer 2019). Recommendations to manage customer value, for instance, may vary from appeals to experiment with new products and services to calls for careful prediction of customer value, using comprehensive analysis and systematic procedures, before bringing new products or services to market.…”

“…For the productive evolution of customer value research, the field needs to recognize the different paradigms and explore opportunities to reconcile paradigmatic anomalies (Brodie, Löbler, and Fehrer 2019). As a result, the purposes of this article are to summarize, reflect on, and integrate extant philosophical views on customer value with the goal of moving toward a rigorous, novel, and relevant analysis of the construct that considers the similarities and differences.…”