TOC: Rev Mar Res


!Review of Marketing Research, 9

Special Issue: Toward a Better Understanding of the Role of Value in Markets and Marketing

Editors: Stephen L. Vargo and Robert F. Lusch ISBN: 9781780529127

Introduction: A Contextual and Resource-Integrative View of Value Creation
Naresh K. Malhotra [Publisher] [Google Scholar]

The Nature and Understanding of Value: A Service-Dominant Logic Perspective
Stephen L. Vargo, Robert F. Lusch [Publisher] [Google Scholar]

An Exploration of Networks in Value Cocreation: A Service-Ecosystems View
Melissa Archpru Akaka, Stephen L. Vargo, Robert F. Lusch [Publisher] [Google Scholar]

Designing Business Models for Value Co-Creation
Kaj Storbacka, Pennie Frow, Suvi Nenonen, Adrian Payne [Publisher] [Google Scholar]

Service Systems as a Foundation for Resource Integration and Value Co-Creation
Bo Edvardsson, Per Skålén, Bård Tronvoll [Publisher] [Google Scholar]

The Role of the Knowledgeable Customer in Business Network Learning, Value Creation, and Innovation
Linda D. Peters [Publisher] [Google Scholar]

A Conceptual Framework for Analyzing Value-Creating Service Ecosystems: An Application to the Recorded-Music Market
Andrea Ordanini, A. Parasuraman [Publisher] [Google Scholar]

An Integrative Framework of Value
Irene C.L. Ng, Laura A. Smith [Publisher] [Google Scholar]


In their 2004 article "Evolving to a new dominant logic for marketing," Vargo and Lusch established the related principles that value is always co-created and, thus, firms cannot deliver value, but only develop compelling value propositions. This perspective is now known as "service-dominant (S-D) logic." Subsequent S-D logic work has suggested that value is not only always co-created; it also requires the integration of resources from multiple sources and thus is contextually contingent, since each instance of value creation involves the availability, integration, and use of a different combination of resources. This repositioning of value, from a static concept of something embedded in the output of a "producer" to be "consumed," to a dynamic concept of a co-created outcome in ever-changing, networked systems, can be seen throughout the manuscripts in this volume.

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