The present article alleviates the often-cited ambiguity of the value concept by proposing
that value research consists of two main streams: value creation processes and value …

Purpose–Value as a research topic within marketing is not new. The purpose of this
research note is to examine how value fits within marketing in the twenty‐first century …

The discussion of a service-dominant logic has made the findings of decades of service
marketing research a topic of interest for marketing at large. Some fundamental aspects of …

Purpose–The purpose of this paper is to extend current discussions of value creation and
propose a customer dominant value perspective. The point of origin in a customer‐dominant …

Grounded on fundamental marketing principles, the concept of customer value has been
revisited and refined by academicians and practitioners for the last 30 years. However …

Purpose–The purpose of this paper is to present a framework–the Relationality Framework–
for elaborating relational behaviour, in response to calls to address the ontological …

Purpose–The value proposition concept and the stakeholder perspective have received
relatively little attention within Service‐Dominant (S‐D) logic. This paper sets out to explore …

Abstract Service-Dominant (SD) Logic asserts that firms and customers always co-create
value. This article argues that the co-creation of value term, as used by Vargo and Lusch, is …

Because extant literature on the service logic of marketing is dominated by a metaphorical
view of value co-creation, the roles of both service providers and customers remain …

Purpose–The purpose of this paper is to understand and deliver the needs and wants of
external customers. This being the case, we know quite a lot about one perspective of the …