Taking a Leadership Role in Global Marketing Management

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Linking Service-Dominant Logic and Strategic Business Practice (2012, background): “…Allgemeine Zeitung (www.faz.net), has created and actively promoted a Facebook profile which provides interactive media, and fosters dialogue with and among its ‘fans’ S-D logic suggests that customers are considered equitable partners in value cocreation processes (Lusch, Vargo, and Malter 2006).”
Dynamic Capability Building in Service Value Networks for Achieving Service Innovation (2009, background): “The customers’ role here is of a dynamic operant resource that contributes to the exploration and exploitation of opportunities for innovation and competitive actions (Lusch et al., 2006; Vargo & Lusch, 2006; Vargo, 2007).”
Service-dominant logic: continuing the evolution (2008, background): “The later point is partially captured in the increasing attention we have given international (e.g., country-tocountry ) exchange (Lusch et al. 2006) and employee treatment (e.g., Lusch et al. 2007).”
Service, services and products: rethinking operations strategy (2009, background): “In marketing, the strenuous activities, or at least voluminous writings, of Vargo and Lusch (2004a, b, 2008a, b), Lusch et al. (2006, 2007) and Michel et al. (2008) have propounded the so-called “service dominant logic”.”