Research Paper on "Service -- Dominant Logic the Key Success"
Research Paper 13 pages (3560 words) Sources: 20
[EXCERPT] . . . .
Service -- Dominant LogicThe Key Success Factors to Building a Brand
In the Context of Service-Dominant Logic:
A Perspective on Co-Creation
The balance of power is changing
The evolution of marketing
The logic of marketing
Customer experience is the brand and co-creation is the process
The purpose of this paper is to explore brand building in the context of service-dominant logic. Brands are the sum of experiences a customer has with a firm, the firm's products and the firm's service. The firm wants the brand to reflect the core values of the company and they work hard to communicate this to the marketplace. This creates a fundamental conflict between the customer who ultimately decides what the brand stands for and firms who spend enormous resources (money, manpower and creative skills) to persuade the consumer to think their brand in a very specific way. This conflict is embedded in how the firm views the market, resources, the role of the consumer and the role of the firm; more simply put what is the firms belief system about the market and their role in it.
This paper will first examine how technology is empowering consumers and the impact it has on both the market and the firm. Specifically, we will look at the changes in the relationship between the consumer and the firm. This will be followed by an explanation of logic, its' role in a firm and how the changing technologies is creating a need for a new logic -- a service dominant logic. A firm's ability to adopt, adapt and execute this new logic will determine
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2. The balance of power is changing
Traditionally, firms designed products, manufactured them, priced them and took them to market. The firm made money at the point of exchange. In a goods-dominant environment, the firm makes all the decisions about goods and services they bring to make. The consumer can only accept, reject or settle for their goods and services. C.K. Prahalad and Venkat Ramaswamy observed: "Consumers today have more choices of products and services than ever before, but they seem dissatisfied. Firms invest in greater product variety but are less able to differentiate themselves."
When a product becomes a commodity the only levers a marketer can pull is lowering costs and lowering the price which results in consumers become price shoppers. While production costs may decrease and prices fall, consumer's needs remain only partially met and unheard. To avoid becoming a commodity, a marketer must find new ways of adding-value.
Now let's consider the digital revolution. New, ubiquitous technologies have reduced the challenges of time and distance. A person can reach their colleague in Asia as quickly as they can reach their next-door neighbor. Using Facebook and Twitter, a person can quickly establish a network with thousands of people from all over the world. Now at a click of a mouse, the consumer can now share both the positive and the negative experiences they've had with a firm, its products and services…almost instantaneously.
" Informed, connected, empowered and active consumers are increasingly learning that they too can extract value at the traditional point of exchange. Consumers are now subjecting the industry's value creation process to scrutiny, analysis and evaluation. Consumer -- to-consumer communication and dialogue provides consumers an alternative source of information and perspective. They are not totally dependent on communication from the firm. Consumers can choose the firms they want to have a relationship with based on their own views of how value should be created for them (Prahalad et al., 2004).
To fight for uniqueness in the market, firms need to befriend these consumers and take advantage of the emerging technology. Firms need to engage in dialogues with customers and prospects; they need to create two-way dialogues to build products and brands that meet the unique needs of their customers. The dialogue becomes part of the product; the product moves from a good to become an experience. Experiences are very difficult to replicate and can therefore be a sustainable competitive advantage.
3. The evolution of marketing
Prior to the 1980s, marketers ran the marketplace and product managers were the kings. Firms viewed markets as an aggregation of consumers and a place for exchange of goods. Firms were the creators of value and customers consumed the value through the purchase and use of the goods and services. "Value exchange and extraction are the primary function s performed by the market, which is separated from the value creation process (Prahalad, et al., 2004). For example, packaged goods companies (PGC) made all the decisions for the consumer. Specifically, PGCs chose what products would be put on the shelf, what flavors the product would come in, and the color, taste and texture of the item.
In the last decade, much has been made about customer involvement in making and delivering product. These actions include self-service, customization of color and other features, and having a choice of distribution and transportation options. This does not really engage the customer in product design; it engages the customer to select from a predetermined set of features. It is like a Chinese restaurant, you can order anything you want, in any combination, and at any level of spiciness -- however -- the item must be on the menu. Personalization of a product is limited by the parameters set by the manufacturers. The firm maintains complete control of the offering and the consumer is still left with the same choices -- buy, reject or settle. The firm continues to see the market as the buyers who consume the added value of their goods
If firms are serious about creating differentiation, engaging the customer and moving from a good to an experience, firms will need to get into their psyche and evaluate their underlying logic. The firm's marketers need to lead the way and redefine themselves from a goods-dominant logic to a service-dominant logic.
4. The logic of marketing
This section will examine a firm with the traditional logic of goods-dominance and compare it to a firm with the emerging philosophy of service-dominant logic. According to Dictionary.com logic is a noun meaning the system or principles of reasoning applicable to any branch of knowledge or study. Therefore, a goods-dominant firm has a producer perspective and focuses on the manipulation of raw materials into a good for sale. A service-dominant firm focuses on the utility created and used by its customers. Good-dominant firms are internally oriented and service-dominant firms are consumer oriented (Cova et al., 2007). Table 1 exhibits the fundamental philosophies embedded in a goods-dominant firm and a service-dominant firm
Table 1
Factor
Goods-dominant
Service-dominant
Market Definition
An aggregation of consumers
The locus of exchange where a firm trades goods and services with the consumer
Separate from the firm
A forum for co-creation experiences
Resources
Operand resources
Resources on which an operation or act is performed to produce an effect
Success measured by share of operand resources and share of market
Example- minerals
Operant resources
Produce effects
Resources employed to act on operand resources
Specialized competences
Role of the consumer
Consumption
Consumers are outside the firm
Value exchange and extraction
They are not a part of value creation
Consumers are informed, connected, empowered and active
Consumers chooses the firms to from which they buy
If dissatisfied, they scrutinizes the firm
Use auctions to have prices reflect utility rather than production costs
They are co-creators of value
Role of the firm
Producers
Value creators
Target and manage consumers of their goods
Control all decisions
Co-creators of value
Responsible for creating high quality interactions
Responsible for the consumer experience
Flow of communications
Firm to the consumer
Persuades consumer to buy their goods and services
Consumer is not dependent on the firm for all its information
Communications are two-way between the consumer and the firm.
Sources: (Cova et al., 2007; Vargo et al., 2004; Vargo et al., 2007; Prahalad et al., 2004)
A firm that maintains the traditional, goods-dominant logic will find themselves becoming a producer of commodities and having to competing on price. To maintain profits margins, the firm will continually need to reduce the cost of production - quite possible to a point that their goods are degraded. By staying focus on the production of goods, the firm will continue to how customer at a distance. The consumer's will never be a sufficient part of value creation; the firm will not able to innovate and will supply the market with goods and services which they may not value.
The remainder of this paper will focus on… READ MORE
Quoted Instructions for "Service -- Dominant Logic the Key Success" Assignment:
Specification:
1. Since I am a non-English speaker, please do not use complex grammar. I will upload a piece of writing of mine, please imitate the writing style as much as possible.
2. Please refer to the articles I upload as much as possible.
3. If possible, please use hotel industry (famous hotel chains is preferable) as an example in the paper.
Here are some criteria for the paper:
1. Referring to at least two of the readings on the suggested list
(1) Abela, A. and Murphy, E. (2008) Marketing with integrity: ethics and the service-dominant logic for marketing Journal of the Academy of Management Science, 36, pp. 39-53.
(2) Ballantyne, D., and Varey, R., (2008) *****The service-dominant logic and the future of marketing*****, Journal of the Academy of Management Science, 36, pp. 11-14.
(3) Gummesson, E. (2008) Extending the service-dominant logic: from customer centricity to balanced centricity Journal of the Academy of Management Science, 36, pp. 15-17.
(4) Johns, Nick (1999), *****What is this thing called service?***** European Journal of Marketing, Vol. 33 No. 9/10, 1999, pp. 958-973.
(5) Invited Commentaries on *****Evolving to a New Dominant Logic for Marketing*****, Journal of Marketing 68 (January 2004), pp. 18*****27.
(6) Lovelock, Christopher and Evert Gummesson, (2004) *****Whither Services Marketing? In Search of a New Paradigm and Fresh Perspectives***** Journal of Service Research 7(1), August, pp. 20-41.
(7) Maglio, P. and Spohrer, J. (2008) *****Fundamentals of Service Science***** Journal of the Academy of Management Science, 36, pp. 18-20.
(8) Payne, A., Storbacka, K. and Frow, P. (2008) *****Managing the co-creation of value***** Journal of the Academy of Management Science, 36, pp. 83-96.
(9) Prahalad, C. K. And Venkat Ramaswamy (2004), *****Co-creation experiences: The next practice in value creation, *****Journal of Interactive Marketing, 18(3) pp. 5-14.
(10) Vargo, S. and Lusch, R., (2008) *****Service-dominant logic: continuing the evolution***** Journal of the Academy of Management Science, 36, pp. 54-56.
(11) Vargo, S. and Lusch, R. (2004), *****Evolving to a new dominant logic in Marketing,***** Journal of Marketing, 68, pp. 1-17.
(12) Chunyan Xie, C & Bagozzi, R. & Troye, S. (2008) *****Trying to prosume: toward a theory of consumers as co-creators of value***** Journal of the Academy of Management Science, 36, pp. 109-122.
2. The paper is research-based and should therefore have a very strong and extensive bibliography from high quality published sources such as top ranking journals, academic books and other articles.
3. Bibliography should contain at least 20-25 good quality journals.
Structure and Content for the paper:
1. Papers should be no longer than 5000 words (4500-4800 words is preferable for me), not including abstract and references. Strong evidence of secondary research MUST be evidenced throughout the paper
2. Outline contents must include:
(1) ABSTRACT: papers must include a professional abstract: approximately 100-200 words summarizing the work in terms of: purpose and background; methods; findings; conclusions and implications.
(2) INTRODUCTION: introducing the controversy/debate, key terms/theories etc. Explain what the question in and how the question will be addressed- could outline structure and signpost content here but do not state the conclusions.
(3) BODY. The body of the paper will spilt into section and paragraphs. Arguments should flow effectively.
(4) CONCLUSION. Summarizes main conclusions from arguments and discussions. Include a strong concluding statement: the value of the research paper; what new insights have discovered; what we still require more research and debate; etc.
(5) BIBLIOGRAPHY. Listed alphabetically with full correct Harvard citation.
*****
How to Reference "Service -- Dominant Logic the Key Success" Research Paper in a Bibliography
“Service -- Dominant Logic the Key Success.” A1-TermPaper.com, 2010, https://www.a1-termpaper.com/topics/essay/service-dominant-logic/184. Accessed 5 Oct 2024.
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