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Cited by 223Service and Product InnovationInnovation and Knowledge ManagementMarketing and Advertising Strategies

A Stakeholder-Unifying, Cocreation Philosophy for Marketing

Lusch, Robert F., Webster, Frederick E.·2011·Journal of Macromarketing
DOI 10.1177/0276146710397369
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Abstract

Marketing thought and practice is continuing its evolution from a largely goods-dominant logic to a service-dominant (S-D) logic. The authors argue that an S-D grounded logic is especially useful in a highly networked world. In a network world and organization, it is critical for enterprises to realize and operate as if marketing is no longer simply a separate business function but also a general management responsibility within a broad network enterprise where the interests of many stakeholders need to be unified with the customer and the enterprise. Furthermore, a value cocreation concept of strategy becomes increasingly relevant because it views value as not created by the business but by customers as they integrate resources. Importantly this includes firm-supplied resources, as well as other resources at the customer’s disposal in order to improve their well-being by helping them develop or codevelop solutions to problems. Consistent with the S-D logic of marketing, the firm has to think not about optimizing the sales and/or profit of the firm and its activities but how to support customers in their resource integration and value cocreation activities. All enterprises should strive to be an effective and efficient service support system for helping all stakeholders, beginning with the customer, become effective and efficient in value cocreation.

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Crossref · 10.1177/0276146710397369

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  • Value is co-created not only with customers, but with a multitude of stakeholders.

    “More recent contributions to SD logic acknowledge that value is cocreated not only with customers, but with a multitude of stakeholders (Vargo and Lusch 2008;Vargo 2011;Lusch and Webster 2011).”

    From Stakeholder marketing: theoretical foundations and required capabilities (2015) · cites this paper as Lusch and Webster 2011

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Authors
Lusch, R. F., & Webster, F. E.
Affiliations
University of Arizona (US)
Corresponding author
Lusch, Robert F.
ORCID
Lusch, Robert F.
Venue
Journal of Macromarketing
Publisher
SAGE Publications
Published
2011-03-09
Volume
31
Issue
2
Pages
129-134
ISSN
  • 0276-1467 (ISSN-L)
  • 1552-6534
DOI
10.1177/0276146710397369
OpenAlex
W2041344184
Cited by
223
References
35
Citations by year
2026: 2 · 2025: 4 · 2024: 6 · 2023: 8 · 2022: 16 · 2021: 10 · 2020: 44 · 2019: 18 · 2018: 15 · 2017: 14 · 2016: 15 · 2015: 24 · 2014: 19 · 2013: 21 · 2012: 6
FWCI
43.51
Type
journal article
Language
en
Open access
closed
Licence
journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations
Journal of Macromarketing (publishedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Service and Product Innovation
  • Social Sciences › Business, Management and Accounting › Strategy and Management › Innovation and Knowledge Management
  • Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
Keywords
service-dominant logic, value co-creation, networked enterprises, customer well-being, marketing philosophy, service marketing strategy

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