Multi-Channel perspective of value in the service dominant logic of Marketing

Detalhes bibliográficos
Autor(a) principal: Brambilla, Flávio Régio
Data de Publicação: 2013
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Revista Diálogo
Texto Completo: https://revistas.unilasalle.edu.br/index.php/Dialogo/article/view/1216
Resumo: The new logic of market(ing) action proposed in the Service Dominant Logic (SDL) by Vargo and Lusch (2004) focus service provision and value co-creation. In multi-channel perspective little is discussed. This relation among topics constitutes a gap for further research. Different systems of buyer-supplier relationship edge the question of integration. How to integrate the channells to generate greater value-in-use? How to provide best service system? Trying to answer this question, the suggestion is for an approach based in the SDL, as an oportunite to develop new propositions and to find solutions for some of marketing theories gaps that can better integrate the area of study. Understanding the SDL concepts and defining new patterns of analysis makes possible to study the multi-channel co-creative interaction among agents. Build as a theoretical paper, the study deals with some of the SDL and co-creation questions.
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spelling Multi-Channel perspective of value in the service dominant logic of MarketingPerspectiva Multi-Canal de valor na lógica dominante do serviço em MarketingAdministração; Marketing; Serviço.Service Dominant Logic; Channel Integration; Value Co-Creation.Lógica Dominante do Serviço; Integração de Canal; Co-Criação de ValorThe new logic of market(ing) action proposed in the Service Dominant Logic (SDL) by Vargo and Lusch (2004) focus service provision and value co-creation. In multi-channel perspective little is discussed. This relation among topics constitutes a gap for further research. Different systems of buyer-supplier relationship edge the question of integration. How to integrate the channells to generate greater value-in-use? How to provide best service system? Trying to answer this question, the suggestion is for an approach based in the SDL, as an oportunite to develop new propositions and to find solutions for some of marketing theories gaps that can better integrate the area of study. Understanding the SDL concepts and defining new patterns of analysis makes possible to study the multi-channel co-creative interaction among agents. Build as a theoretical paper, the study deals with some of the SDL and co-creation questions.A nova lógica da ação de mercado(logia) proposta na Lógica Dominante do Serviço (LDS) por Vargo e Lusch (2004) é centrada na provisão de serviço e co-criação de valor. Pouco é discutido na perspectiva multi-canal. Esta relação entre tópicos constitui uma lacuna para pesquisas futuras. Sistemas diferentes da relação comprador-fornecedor desafiam a questão da integração. Como integrar os canais para geração de maior valor-em-uso? Como proporcionar melhores sistemas de serviço? Na tentativa de responder a estas questões, a sugestão é por uma abordagem baseada na LDS, como uma oportunidade de desenvolver novas proposições e encontrar soluções para algumas das lacunas teóricas de marketing que podem ser mais bem integrados com a área. Entender os conceitos da LDS e definir novos padrões de análise tornam possível o estudo das interações co-criativas dos agentes nos múltiplos canais. Construído como artigo teórico, este estudo lida com questões acerca da LDS e co-criação.Universidade LaSalle - Unilasalle CanoasBrambilla, Flávio Régio2013-12-16info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionConceitual; Ensaio teórico.application/pdfhttps://revistas.unilasalle.edu.br/index.php/Dialogo/article/view/121610.18316/1216Diálogo; n. 24 (2013); p. 105-1142238-90241519-3640reponame:Revista Diálogoinstname:Universidade La Salle (UNILASALLE)instacron:UNILASALLEenghttps://revistas.unilasalle.edu.br/index.php/Dialogo/article/view/1216/997info:eu-repo/semantics/openAccess2017-04-26T13:12:12Zoai:ojs.revistas.unilasalle.edu.br:article/1216Revistahttps://revistas.unilasalle.edu.br/index.php/DialogoONGhttps://revistas.unilasalle.edu.br/index.php/Dialogo/oairevistas@unilasalle.edu.br||dialogo@unilasalle.edu.br2238-90241519-3640opendoar:2017-04-26T13:12:12Revista Diálogo - Universidade La Salle (UNILASALLE)false
dc.title.none.fl_str_mv Multi-Channel perspective of value in the service dominant logic of Marketing

Perspectiva Multi-Canal de valor na lógica dominante do serviço em Marketing
title Multi-Channel perspective of value in the service dominant logic of Marketing
spellingShingle Multi-Channel perspective of value in the service dominant logic of Marketing
Brambilla, Flávio Régio
Administração; Marketing; Serviço.
Service Dominant Logic; Channel Integration; Value Co-Creation.
Lógica Dominante do Serviço; Integração de Canal; Co-Criação de Valor
title_short Multi-Channel perspective of value in the service dominant logic of Marketing
title_full Multi-Channel perspective of value in the service dominant logic of Marketing
title_fullStr Multi-Channel perspective of value in the service dominant logic of Marketing
title_full_unstemmed Multi-Channel perspective of value in the service dominant logic of Marketing
title_sort Multi-Channel perspective of value in the service dominant logic of Marketing
author Brambilla, Flávio Régio
author_facet Brambilla, Flávio Régio
author_role author
dc.contributor.none.fl_str_mv


dc.contributor.author.fl_str_mv Brambilla, Flávio Régio
dc.subject.none.fl_str_mv


dc.subject.por.fl_str_mv Administração; Marketing; Serviço.
Service Dominant Logic; Channel Integration; Value Co-Creation.
Lógica Dominante do Serviço; Integração de Canal; Co-Criação de Valor
topic Administração; Marketing; Serviço.
Service Dominant Logic; Channel Integration; Value Co-Creation.
Lógica Dominante do Serviço; Integração de Canal; Co-Criação de Valor
description The new logic of market(ing) action proposed in the Service Dominant Logic (SDL) by Vargo and Lusch (2004) focus service provision and value co-creation. In multi-channel perspective little is discussed. This relation among topics constitutes a gap for further research. Different systems of buyer-supplier relationship edge the question of integration. How to integrate the channells to generate greater value-in-use? How to provide best service system? Trying to answer this question, the suggestion is for an approach based in the SDL, as an oportunite to develop new propositions and to find solutions for some of marketing theories gaps that can better integrate the area of study. Understanding the SDL concepts and defining new patterns of analysis makes possible to study the multi-channel co-creative interaction among agents. Build as a theoretical paper, the study deals with some of the SDL and co-creation questions.
publishDate 2013
dc.date.none.fl_str_mv 2013-12-16
dc.type.none.fl_str_mv


dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Conceitual; Ensaio teórico.
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://revistas.unilasalle.edu.br/index.php/Dialogo/article/view/1216
10.18316/1216
url https://revistas.unilasalle.edu.br/index.php/Dialogo/article/view/1216
identifier_str_mv 10.18316/1216
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv https://revistas.unilasalle.edu.br/index.php/Dialogo/article/view/1216/997
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade LaSalle - Unilasalle Canoas
publisher.none.fl_str_mv Universidade LaSalle - Unilasalle Canoas
dc.source.none.fl_str_mv Diálogo; n. 24 (2013); p. 105-114
2238-9024
1519-3640
reponame:Revista Diálogo
instname:Universidade La Salle (UNILASALLE)
instacron:UNILASALLE
instname_str Universidade La Salle (UNILASALLE)
instacron_str UNILASALLE
institution UNILASALLE
reponame_str Revista Diálogo
collection Revista Diálogo
repository.name.fl_str_mv Revista Diálogo - Universidade La Salle (UNILASALLE)
repository.mail.fl_str_mv revistas@unilasalle.edu.br||dialogo@unilasalle.edu.br
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