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Journal of the Academy of Marketing Science

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01-02-2010 | Conceptual/Theoretical Paper

Service, value networks and learning

Authors: Robert F. Lusch, Stephen L. Vargo, Mohan Tanniru

Published in: Journal of the Academy of Marketing Science | Issue 1/2010

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Abstract

Both supply chain management (SCM) and marketing in general have been moving from models and purposes narrowly focused on goods to more general models and purposes associated with partnerships, value networks, service provision, and value creation. Some of this movement has been captured in what has become known as service–dominant (S–D) logic. This article applies S–D logic to thinking about SCM in terms of service provision, in which goods are seen as service distribution or provisioning mechanisms, explores and elaborates on the concept of a value network, and develops a model of the firm as an essential service provisioning agent in a complex and adaptive value network. Research and managerial opportunities are also explored.

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The concept of a value network can also be thought of as a service eco-system which may better capture the adaptive and evolutionary characteristics of a value network. It also may capture the nesting of supply chains with larger and more encompassing value networks.

Roland Rust in a variety of public presentations has identified some of these factors and this has encouraged us to identify others.

We thank Gunter Wessels for identifying and helping to develop this example.

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Title: Service, value networks and learning
Authors: Robert F. Lusch
Stephen L. Vargo
Mohan Tanniru
Publication date: 01-02-2010
Publisher: Springer US
Published in: Journal of the Academy of Marketing Science / Issue 1/2010
Print ISSN: 0092-0703
Electronic ISSN: 1552-7824
DOI: https://doi.org/10.1007/s11747-008-0131-z

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