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Market systems, stakeholders and value propositions: Toward a service‐dominant logic‐based theory of the market

Stephen L. Vargo (University of Hawaii at Manoa, Honolulu, Hawaii, USA)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 15 February 2011

9545

Abstract

Purpose

This paper aims to provide an overview of the European Journal of Marketing's special section on the Forum of Markets and Marketing, “Extending Service‐Dominant Logic”.

Design/methodology/approach

The approach takes the form of a conceptual integration of core concepts in S‐D logic, markets, and marketing.

Findings

This special section provides insight into the complexity of markets by investigating markets as configurations and systems and how value propositions drive value co‐creation.

Research limitations/implications

This introduction to the special section integrates individual contributions toward advancing S‐D logic and suggests that additional research in this area will help to develop a general theory of markets and marketing.

Practical implications

The overview of this special section provides insight into how the development of a positive theory of the market(s) will help to further advance normative marketing theories and practice.

Originality/value

This overview of the special section integrates multiple perspectives on complex, dynamic systems and discusses their contributions to the development of an S‐D logic‐based theory of the market.

Keywords

Citation

Vargo, S.L. (2011), "Market systems, stakeholders and value propositions: Toward a service‐dominant logic‐based theory of the market", European Journal of Marketing, Vol. 45 No. 1/2, pp. 217-222. https://doi.org/10.1108/03090561111095667

Publisher

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Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

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