Marketing

  2011 JUN 25 - (VerticalNews.com) -- According to recent research published in the Journal of the Academy of Marketing Science, "According to service-dominant logic (S-D logic), all providers are service providers, and service is the fundamental basis of exchange. Value is co-created with customers and assessed on the basis of value-in-context."

  "However, the extensive literature on S-D logic could benefit from paying explicit attention to the fact that both service exchange and value co-creation are influenced by social forces. The aim of this study is to expand understanding of service exchange and value co-creation by complementing these central aspects of S-D logic with key concepts from social construction theories (social structures, social systems, roles, positions, interactions, and reproduction of social structures). The study develops and describes a new framework for understanding how the concepts of service exchange and value co-creation are affected by recognizing that they are embedded in social systems. The study contends that value should be understood as value-in-social-context and that value is a social construction. Value co-creation is shaped by social forces, is reproduced in social structures, and can be asymmetric for the actors involved," wrote B. Edvardsson and colleagues ...read more

  2011 JUN 25 - (VerticalNews.com) -- "A variety of theoretical frameworks including social exchange theory, relational exchange theory, and contracting theory are used to investigate how to protect relational assets in a marketing channel when an upstream horizontal business combination between key suppliers arises. In this study, we ascertain downstream channel members' perceptions of a supplier's horizontal business combination both prior to and after such a combination," scientists writing in the Journal of the Academy of Marketing Science report ...read more

  2011 JUN 25 - (VerticalNews.com) -- "This research identifies and analyzes the underlying elements and consequences of consumer sentiment toward offshored services. This is accomplished by initially conceptualizing consumer sentiment toward offshored services, then developing and validating a multidimensional scale (OFFSERVSENT) to measure the construct," researchers in Hempstead, United States report.

  "This research determines that consumer sentiment toward offshored services is instrumental in explaining consumers' commitment to and global attitudes toward firms that offshore services as well as consumers' word-of-mouth behavior. The strength of these relationships varies depending upon the type of service being offshored," wrote S.T. Thelen and colleagues, Hofstra University ...read more