Leading Service Paper Series: Vargo & Lusch "Evolving to a New Dominant Logic for Marketing" скачать в хорошем качестве

Leading Service Paper Series: Vargo & Lusch "Evolving to a New Dominant Logic for Marketing"

Vargo and Lusch started a new academic movement, Service Dominant Logic, which is crystallised around their seminal paper Evolving to a New Dominant Logic for Marketing. The video gives my overview of this paper and I have tried to highlight some of my learning. I have met Vargo and Lusch on numerous occasions and have been lucky enough to discuss their work with them in academic forum and perhaps more insightfully over dinner and drinks. Their passion for the subject is now carried by a community of scholars. As one might expect, SD logic has developed significantly since this publication.The paper puts forward some novel ideas and provides the foundation for a body of knowledge that has developed since. Vargo & Lusch 2004 "Evolving to a New Dominant Logic for Marketing", Journal of Marketing 68(1):1-17 an overview by Glenn Parry. Paper available here: https://www.researchgate.net/publicat...