Kasouf, CJ and Darroch, J and Hultman, CM and Miles, MP, Service dominant logic: Implications at the marketing/entrepreneurship interface, Journal of Research in Marketing and Entrepreneurship, 10, (1) pp. 57-69. ISSN 1471-5201 (2008) [Refereed Article]
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Purpose: This paper aims to explore the implications of service dominant logic (SDL) on the marketing/ entrepreneurship interface.
Design/methodology/approach: This paper integrates research from co-creation and service dominant logic with entrepreneurship to explore the value of SDL for entrepreneurial marketing organizations.
Findings: This paper offers insights on: the implications of SDL for entrepreneurship; the value of co-creation in an entrepreneurial context; and an exploration of risk and co-creation, mass customization, and scale production in an entrepreneurial marketing context.
Originality/value: This paper contributes to the work of both academics and executives attempting to better understand the concepts of SDL and co-creation and how they might be leveraged to create advantage. In addition, a set of research implications is offered pertaining to co-creation and SDL in an entrepreneurial marketing context.
|Item Type:||Refereed Article|
|Keywords:||Entrepreneurialism, Marketing strategy, Service levels|
|Research Division:||Commerce, Management, Tourism and Services|
|Research Group:||Business and Management|
|Objective Division:||Economic Framework|
|Objective Group:||Management and Productivity|
|Author:||Miles, MP (Professor Morgan Miles)|
|Downloads:||4 View Download Statistics|
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