The service dominant logic of marketing literature review and similarities

Article metrics information Disclaimer for citing articles. Login options Log in. Username Password Forgot password? Shibboleth OpenAthens. Restore content access Restore content access for purchases made as guest. Article Purchase - Online Checkout. Issue Purchase - Online Checkout. People also read Article. Olivier Furrer et al. Published online: 7 Nov Chris Horbel et al. Published online: 1 Dec Published online: 26 Jun Published online: 6 Mar Eduardo Veiga Bueno et al.

Published online: 3 Jan Additional challenges that emerged in the case study are indicated in Table 3 below, suffixed with O, I or V for Observed, Interviewee or Vendor. The case study also highlighted that FB's and its vendors' attempts to overcome BI's challenges are neither aimed directly at BI's challenges, nor are they consistently successful: there is a need for a new approach.

The task of gaining insight on BI perceptions was approached by determining how BI is defined and contextualised. The results obtained were fairly congruent with the literature review. Technology, process and product perceptions emerged clearly but not that of BI as a capability or a department. The interviewees' dominating perception is that BI is a product, while only one vendor defined BI in this way.

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Vendors defined BI predominantly as a technology 63 per cent , with limited definitions of BI as a process and technology 1 and as a process 1. Beliefs that emerged in the interviews, through observation and those inferenced through the RFP responses are indicated in Table 3. Key findings are summarised below in Table 3. All are categorised according to whether the principal focus is technology, process, product or capability. Examining Table 3 , it can be seen that G-D logic characteristics are inherent in the way BI is perceived and that they can be linked to BI challenges, specifically within categories of use and data.

It is therefore proposed that a shift is made from G-D to S-D Logic as an opportunity to explore new avenues to overcome BI's prevailing challenges. By shifting the perception of BI and the beliefs about BI to be grounded in S-D rather than GD logic, significant progress can be made towards overcoming many of Bl's prevailing challenges. While a lengthy discussion of this is justified, the scope of this paper extends only to highlight the potential of S-D logic.

Therefore only a few examples are provided herein, leaving potential for further research in this direction.

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Consider the following examples of potential benefits of applying S-D logic:. This paper starts by establishing that although expectations of BI success are high, there are many failures and challenges reported on for BI and that - due to largely unsuccessful results of existing approaches - a new approach is needed to overcome BI challenges. This is followed by an explanation of BI as an exchange process, where it is placed in context of S-D logic.

With this supporting foundation established, the paper then answers the research questions based on findings from the literature review and case study. Secondly, through identification of beliefs held about BI - these provide additional insight into the understanding of BI and can be seen as the result of perceiving BI in a specific way.

In turn, the understanding of BI as one or more perception linked to specific beliefs, results in the occurrence of specific BI challenges or opportunities Heylighen, This paper concludes by recommending a shift to S-D logic, briefly describing examples of the benefit that this will bring about for BI in terms of overcoming challenges that can be linked to an inherent G-D logic in BI. This research provides a necessary first step of identifying the inherent G-D logic in BI.

It is the intention of the authors to release further papers detailing how S-D logic can be applied to BI and how the shift from G-D to S-D logic can be made. In addition, this research focuses on BI challenges. Future research is therefore suggested to examine BI successes in terms of S-D logic in a similar way or using this research as a basis. Finally, as this paper focuses on BI challenges in categories of "use" and "data", the aim is to expand this to other challenge categories identified - i.

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Relationship value through the lens of the servicedominant logic.

Prof. Stephen Vargo: Service-dominant logic: Basics, Developments and State-of-the-art @UBT

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