Value in Markets and Marketing


Toward a Better Understanding of the Role of Value in Markets and Marketing, Special issue of Review of Marketing Research, Edited by Stephen L. Vargo and Robert F. Lusch; Deadline 1 Aug 2011

 ARC: Connections: ELMAR: Posting

areas: management: call

Related ARContent: Review of Marketing Research 

Call for Chapters
Review of Marketing Research
Series Editor: Naresh K. Malhotra

Volume 9, Special Issue on:
Toward a Better Understanding of the Role of Value in Markets and Marketing

Special Issue co-editors:

Stephen L. Vargo (University of Hawaii)
Robert F. Lusch (University of Arizona)

Morris B. Holbrook in the mid 1980’s and throughout the 1990’s brought considerable attention to the importance of developing a deeper and richer understanding of the concept of value in marketing. Later, Richard Normann and Rafael Ramirez were among the first to signal to the business community that our conceptions of value were changing when they published their 1993 Harvard Business Review, “From Value Chain to Value Constellation: Designing Interactive Strategy”.

In 2004, in the Journal of Marketing, Vargo and Lusch called special attention to the role of value in markets and marketing by stating that the firm can only make value propositions; or, stated alternatively, firms cannot create value but only develop offerings that (hopefully) represent compelling value propositions. Hence, they signaled a shift in understanding of the primacy of value-in-use from value-in-exchange. Later, Vargo and Lusch, in the Journal of the Academy of Marketing Science (2008), called additional attention to value by stating that value is always co-created with actors (customers, suppliers, etc.) and that value is uniquely and phenomenological determined by the beneficiary of an offering. Some of their ideas built on the writing of C.K. Prahalad and Venkatram Ramaswamy on co-creation and co-opting customer competence. Further pointing the marketing discipline in the direction of focusing on value, the American Marketing Association in 2007 redefined marketing “as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”

To bring focused attention to the topic of value (including value-co-creation) in markets and marketing, the 9th volume of Review of Marketing Research (RMR) will be devoted to this topic. Manuscripts that primarily reflect conceptual and theoretical contributions as well as empirical research studies are equally welcome. Any topic that fits the broad rubrics of value or value creation is appropriate. A few are identified below; others are welcome:

  • The meaning and process of value co-creation
  • The role of customer competence in value co-creation
  • Cultural resources used in the co-creation of value
  • Developing competitively compelling value propositions
  • Understanding values and their influence on value perceptions
  • The role of symbols in value co-creation and value propositions
  • Value co-creation through resource integration
  • Connecting customers, suppliers and other stakeholders through value propositions
  • Theory and conceptual development related to value-in-use, value-in-context value-in-exchange perspectives on markets and marketing.
  • The role of brand in value creation.

All papers will be subjected to double blind peer review. For submission details prospective contributors should consult the series author guidelines that are available at:

Please submit completed manuscripts as Word document email attachments by August 1, 2011 to:

Stephen L. Vargo, Ph.D.
Shidler Distinguished Professor
Professsor of Marketing
Shidler College of Business
University of Hawai’i at Manoa
2404 Maile Way
Honolulu, HI 96822

Prospective contributors with questions concerning the potential suitability of topics, Guest Editors’ expectations, or additional requirements about this special issue are invited to contact the Guest Editors by email as above.


Normann, R. and Ramirez, R. (1993). From Value Chain to Value Constellation: Designing Interactive Strategy. Harvard Business Review, Jul/Aug, 65-77.

Prahalad, C. K. and Ramaswamy, V. (2000). "Co-opting Customer Competence." Harvard Business Review 78 (1): 79-87.

Vargo, Stephen L. and Lusch, Robert F. (2004). "Evolving to a New Dominant Logic for Marketing," Journal of Marketing, 68 (January), 1-17.

Vargo, Stephen L. and Lusch, Robert F. (2008). "Service-Dominant Logic: Continuing the Evolution," Journal of the Academy of Marketing Science 36 (1), 1-10