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Functional identities, resource integrators and the service-dominant logic
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2010 (English)In: Journal of Customer Behaviour, ISSN 1475-3928, Vol. 9, no 1, 19-36 p.Article in journal (Refereed) Published
Abstract [en]

The purpose of this paper is to initiate a discussion; to propose turning to the theoretical tradition of functionalism as a direction for future refinements of the service-dominant (S-D) logic; introducing the concept of functional identities as a generic designation to identify and define the various actors as resource integrators assisting the study of the networked nature of value creation. Findings and experiences drawn from a case study of the industry/market of recorded music are presented to serve as both inductive and illustrative element to the paper. The main contribution in this paper is to extend and suggest an improvement by adding the following to the S-D logic’s Foundational Premise FP: 9; “All social and economic actors are, defined by their functional identity, resource integrators”. The paper’s functionalistic direction is suggested as a facilitator to advance future refinements of the S-D logic and the study and understanding of the networked nature of value creation.

Place, publisher, year, edition, pages
Westburn Publishers, 2010. Vol. 9, no 1, 19-36 p.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-126289DOI: 10.1362/147539210X497602OAI: oai:DiVA.org:uu-126289DiVA: diva2:322814
Available from: 2010-06-08 Created: 2010-06-08 Last updated: 2014-08-28
In thesis
1. From Marketing to, to Marketing with Consumers
Open this publication in new window or tab >>From Marketing to, to Marketing with Consumers
2012 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

Empowered by information technology and the internet, consumers are participating more than ever in activities that traditionally are exclusive to firms. No longer do marketers hold exclusive rights to defining and supplying value to customers; value is created by and with consumers in interactions. This constitutes a fundamental change in the established understanding of consumer marketing. This thesis argues for a subtle but vital shift in perspective, from one of marketing to, to one of marketing with consumers, by addressing the research question: How does the shift from marketing to, to marketing with consumers change the role of actors and value propositions?

The study traces the historical development of consumer marketing, reflecting on the limitations of the traditional theoretical framing, and basing its theoretical foundation on business network theory and service dominant logic.

Findings from four extensive empirical studies show that while the change is very important, it is equally important not to disregard the fact that consumers are still consumers. Rather than merging the role of providers and consumers, treating consumers as “prosumers” equal to business actors, it is instead vital to even further identify the distinctions between firms and consumers. This means recognizing that these roles, as defined by their functional identity in interactions, are complementary functions within the exchange and value creation network. Furthermore, the role of value propositions is no longer merely to act as a means for communicating the defined value of a supplier’s output to consumers. Rather, in a marketing with perspective, the role of value propositions is to act as a means for interaction, facilitating opportunities for identifying potential value and benefits generated in the interaction between and in-between consumers and firms, where the roles of the actors as initiators-participants are interchangeable.

Place, publisher, year, edition, pages
Uppsala: Department of Business Studies, 2012. 73 p.
Series
Doctoral thesis / Företagsekonomiska institutionen, Uppsala universitet, ISSN 1103-8454 ; 155
National Category
Business Administration
Identifiers
urn:nbn:se:uu:diva-183626 (URN)
Public defence
2012-12-19, Hörsal 2, Ekonomikum, Kyrkogårdsgatan 10, Uppsala, 13:15 (Swedish)
Opponent
Supervisors
Available from: 2012-11-22 Created: 2012-10-30 Last updated: 2012-11-29Bibliographically approved

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Rondell, Jimmie GSorhammar, David

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