Content deleted Content added
deleted a sentence which is more of an opinion rather than a matter of fact |
style |
||
(One intermediate revision by one other user not shown) | |||
Line 60:
|}
The first axiom (FP1) {{'}}''Service is the fundamental basis of exchange''{{'}} is based on the previously introduced definition of service as the application of operant resources (primarily knowledge and skill) for the benefit of another actor. S-D logic argues that it is always fundamentally service, rather than goods, per se, that actors exchange as they strive to become better off.
The second axiom (FP6), {{'}}''Value is cocreated by multiple actors, always including the beneficiary''{{'}}, contradicts the traditional worldview, in which firms are seen as the sole creator of value. Rather, it suggests that value is something that is always cocreated through the interaction of actors, either directly or indirectly (e.g., through goods). This axiom also enables one to see more clearly that the service-oriented view is inherently relational, because value does not arise prior to exchange transaction, but rather following it, in the use of the exchanged resources, in a particular context and in conjunction with resources provided by other service providers. This value creation is seen as unfolding, over time, with a consequence of continuing social and economic exchange, implicit contracts, and relational norms.
Line 203:
== Further reading ==
* Gronroos, C. (2006). [http://mtq.sagepub.com/cgi/reprint/6/3/317.pdf Adopting a Service Logic for Marketing], ''Marketing Theory'', 6 (3), 317–333.
* Gronroos, C. (2011). [http://mtq.sagepub.com/content/11/3/279.abstract Value co-creation in service logic: A critical analysis], ''Marketing Theory'', 11(3), 279–301.
|