On a Theory of Markets and Marketing: From Positively Normative to Normatively Positive

By Stephen Louis Vargo. 2007

134 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management

View Paper: https://www.semanticscholar.org/paper/fea5d8925641374d8fdc5e9ed25404d0d793b95e

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Citations in the corpus

Service-dominant logic 2025 (2017, methodology): “Since early in the explication of S-D logic, we (e.g., Lusch & Vargo, 2006; Lusch & Vargo, 2014; Vargo, 2007) have suggested that it could lend itself to a general theory, initially, not so much through a general theory of marketing as through a more foundational general theory of the market.”
The service system is the basic abstraction of service science (2008, unknown): ““consumer” distinction (see [21]).”
Markets as configurations (2011, background): “(4) The systemic view requires “emancipation from the shackles of the dyad” and the myopia connected to this, and demands a focus on the broader context of a network of relationships between complementary and competing actors (Vargo, 2007) in the business ecosystem.”
Service-dominant logic: continuing the evolution (2008, background): “…logic of marketing is overly managerially marketing oriented, but rather that there is a need for a more robust (than economics) positive foundation (Vargo 2007) for the development of normative theory that can inform marketing managers as well as other constituencies, such as public policy makers.”
A new perspective on market dynamics (2014, background): “More than 60 years later, criticism is still being directed at the marketing discipline’s disconnection with markets (Araujo et al., 2008; Buzzell, 1999; Ellis et al., 2010; Vargo, 2007; Venkatesh et al., 2006).”
Transitioning from service management to service-dominant logic: Observations and recommendations (2010, background): “However, care must be taken to assure that propositions derived from S-D logic are tested with S-D-logic-compatible metrics (Vargo, 2007b).”
Dynamic Capability Building in Service Value Networks for Achieving Service Innovation (2009, background): “COL of both the suppliers and customers, with customer as an operant resource (Vargo & Lusch, 2004, 2006; Vargo, 2007), gives the SVN an ability to maneuver internal resources, routines, and tasks at short notice (Mathews, 2006), supporting the hypothesized relationship path ORC→CA→ESO (Swafford et…”
A Systems Perspective on Markets: Toward a Research Agenda (2017, background): “These contributions have, however, been rather scattered and not had a major impact on the mainstream marketing literature, which is still characterized by a microlevel and a managerial bias (Giesler and Fischer, 2017; Vargo, 2007).”
Market systems, stakeholders and value propositions (2011, background): “I have acknowledged and discussed the need for a developing a theory of the market(s) in order to advance a general theory of marketing in “On a theory of markets and marketing: from positively normative to normatively positive” ( Vargo, 2007”
A holistic market conceptualization (2015, background): “It argues that the supplier–consumer distinction is no longer relevant because all actors are mutual service providers (Vargo 2007).”
The Complexity of Context: A Service Ecosystems Approach for International Marketing (2013, background): “, price), dominated the development of economic studies and directed economists, and eventually marketers, to study international exchange with a focus on the trade of operand resources—resources that require action taken on them to be valuable (Constantin and Lusch 1994), particularly goods and mon”