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To date, the discourse about service dominant (S-D) logic has been largely theoretical, with the main focus on exploring the foundations for an integrating general theory of markets and marketing. Little attention has been given to the role of theorizing, and how empirical evidence can be used to inform the theoretical development. This paper explo...
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... Recently, more midrange theoretical development and applications of S-D logic have been called for to enable its further development through empirical research (Vargo & Lusch, 2017). Midrange theories can connect a metatheory, such as S-D logic, and empirical research (Brodie et al., 2011) as they feature a lower level of abstraction than metatheories. Midrange theories provide more contextspecific concepts and explanations and can infer (causal) mechanisms and dynamics of empirical phenomena, thereby providing a basis for empirical investigations (Brodie et al., 2011). ...
... Midrange theories can connect a metatheory, such as S-D logic, and empirical research (Brodie et al., 2011) as they feature a lower level of abstraction than metatheories. Midrange theories provide more contextspecific concepts and explanations and can infer (causal) mechanisms and dynamics of empirical phenomena, thereby providing a basis for empirical investigations (Brodie et al., 2011). As a metatheoretical lens, S-D logic has offered researchers a coherent general structure and paradigmatic lens to view emerging market and marketing phenomena. ...
... Instead, the idea of value cocreation can inform the development of midrange concepts and measurable constructs that explain certain aspects of value cocreation as a multi-actor process, such as the degree and valence of value created or differences in the experienced value for different actors (e.g., Becker et al., 2023). Empirical findings confirm or contest midrange theories and in turn, may be consolidated on a more abstract level to refine S-D logic (Brodie et al., 2011;Jaakkola et al., 2018). ...
... Consequently, specialized knowledge and skills (operant resources) become sources of strategic benefit. The focus on strategic benefit, combined with the "service for service" approach within the SDL, shifts business thinking from seeking competitive advantage to serving oneself through mutually beneficial service to others (Brodie et al., 2011). ...
Introduction. In the dynamic landscape of contemporary business, the traditional marketing concept undergoes critique due to its limitations concerning B2B interactions. The incongruity between theoretical developments and practical market needs has spurred the emergence of supplementary marketing disciplines, such as service marketing, relationship marketing, etc. The fragmentation of marketing theory has necessitated the formulation of a unifying paradigm that encompasses a multitude of aspects and challenges inherent to modern economics. Scholars S. Vargo and R. Lusch have proposed the concept of service-dominant logic as a unifying paradigm that emphasizes the central role of service, the concept of value, and co-creation as opposed to the mere exchange of products. In our view, within the debate regarding the role of service in marketing, attention should be directed toward the fundamental components of service-dominant logic, the role and influence of customers on value creation and service provision. Crucial questions include the alignment of market participants into networked structures (service ecosystems) and the search for sources of competitive advantage amidst rapid commoditization of almost any offering. The hypothesis of the scientific research consists in substantiating the prevalence of the service-dominant logic in B2B marketing compared to the traditional marketing concept and the decisive role of the customer experience as a source of competitive advantage. The purpose of the study is to examine the components of the service-dominant logic, to identify key distinctions from the traditional marketing paradigm, and to substantiate the significance of the customer experience in B2B marketing. The methodology of scientific research is general scientific research methods, including: induction and deduction, comparison, expert analysis, classification and description, evaluation grouping, and comparison methods. Conclusions and prospects for further research. Theoretical provisions of the service-dominant logic and its key distinctions from the traditional marketing paradigm were analyzed. The importance of the customer experience in B2B interactions was substantiated. Further research should focus on empirical validation and implementation issues of service logic, customer experience management and the principles of creation and functioning of service network structures. Keywords: service-dominant logic; customer experience; value co-creation; value proposition; resource integration; service ecosystem.
... Together, the approach thus allows for in-depth theoriz ing on resource integration as the basic mechanism of value co-creation that, surprisingly, remains only rudi mentary in both service logic (e.g., Grönroos and Voima 2013) and S-D logic (e.g., Edvardsson et al. 2014;Kleinal tenkamp et al. 2012). For the S-D logic especially, the RPO approach may serve as a mid-range theory (Brodie et al. 2011) of resource integration and service-for-service exchange. ...
In May 1993, Werner H. Engelhardt, Michael Kleinaltenkamp, and Martin Reckenfelderbäumer published the paper “Leistungsbündel als Absatzobjekte – Ein Ansatz zur Überwindung der Dichotomie von Sach- und Dienstleistungen” (Products as Bundles of Processes and Outcomes—An Approach to Overcome the Dichotomy between Goods and Services) in Schmalenbachs Zeitschrift für betriebswirtschaftliche Forschung (ZfbF). This paper laid the foundation for the resources–processes–outcomes (RPO) approach (“Leistungslehre”). To date, the work remains one of the most-cited German-language articles in business research. The current article presents the RPO approach’s basic ideas and essential concepts. Furthermore, this article critically reflects on the approach’s contributions from a current perspective. This discussion includes a comparison with more recently developed ideas about the service-dominant (S-D) logic and the service logic that have addressed related issues like the integration of customer and supplier resources and the connected interactions.
... 1. There are multiple examples that demonstrate how empirical evidence can be used to inform the theoretical development of SDL on the mid-range level (e.g., Brodie, Saren, and Pels 2011, Peters et al. 2014). ...
... Personalized marketing involves using customer data to customize the customer experience, which can create a closer relationship between customers and MSMEs. Through personalized marketing, MSMEs can better understand customer needs and preferences, so they can provide products and services that suit their needs (Brodie et al., 2011). Therefore, MSMEs should focus on personalized marketing to maintain and increase their customer loyalty (Zalova & Karaduman, 2018). ...
MSMEs play an important role in the global economy, employing nearly 90% of the workforce and contributing nearly 50% of the world's gross domestic product. However, many MSMEs have difficulty finding and retaining repeat customers, which is one of the main challenges for small businesses. This study aims to find out how customer data can be used to improve marketing strategies and meet customer needs and preferences more effectively. This research also aims to provide solutions and recommendations for MSMEs to improve their marketing through personalizing the experience for their customers. This study uses the SEM-PLS method with a quantitative approach. The population is taken from SMEs operating in the city of Semarang. 100 Samples are determined through Quota Sampling. Personalized marketing involves using customer data to customize the customer experience, which can create a closer relationship between customers and MSMEs. This research is still limited to the effectiveness of Personalized Marketing on customer loyalty in MSMEs. There have been many studies that discuss MSME customer loyalty with the marketing communication method. However, there are not many studies that specifically discuss personalized marketing for MSMEs.
... Personalized marketing involves using customer data to customize the customer experience, which can create a closer relationship between customers and MSMEs. Through personalized marketing, MSMEs can better understand customer needs and preferences, so they can provide products and services that suit their needs (Brodie et al., 2011). Therefore, MSMEs should focus on personalized marketing to maintain and increase their customer loyalty (Zalova & Karaduman, 2018). ...
MSMEs play an important role in the global economy, employing nearly 90% of the workforce and contributing nearly 50% of the world's gross domestic product. However, many MSMEs have difficulty finding and retaining repeat customers, which is one of the main challenges for small businesses. This study aims to find out how customer data can be used to improve marketing strategies and meet customer needs and preferences more effectively. This research also aims to provide solutions and recommendations for MSMEs to improve their marketing through personalizing the experience for their customers. This study uses the SEM-PLS method with a quantitative approach. The population is taken from SMEs operating in the city of Semarang. 100 Samples are determined through Quota Sampling. Personalized marketing involves using customer data to customize the customer experience, which can create a closer relationship between customers and MSMEs. This research is still limited to the effectiveness of Personalized Marketing on customer loyalty in MSMEs. There have been many studies that discuss MSME customer loyalty with the marketing communication method. However, there are not many studies that specifically discuss personalized marketing for MSMEs.
... We contribute to the body of knowledge by simultaneously evaluating the technology and three non-technology factors in a single study. Our study contributes to building a middle range theory by focusing on the factors related to a relevant phenomenon (OFD services) in the Asian context (Brodie et al., 2011). This focused approach enables theory building in a systematic and cohesive manner in OFD services (Weick, 1989;Day and Montgomery, 1999). ...
Technology and non-technology factors in OFD service contribute to attitude development and behavioral intentions even when the core service (food) is not undertaken by the service provider. We examine the role of app design, personality, social influence and service quality factors in developing Brand Image and fostering Brand Love. Conceptualized as higher order constructs, we find that app design factor demonstrates a strong effect on brand image. Service quality, personality factors and social influence factors show relatively weaker effects in developing brand image. We found support for Brand Image completely mediating the relationship between app design, service quality factors and Brand Love. Personality and social factors engender Brand Love directly. App Design emerged as a significant factor across gender and age groups. Pathway to development of Brand Image and Brand Love are different for younger and older age groups. We discuss theoretical contribution and managerial implications based on the results.
... En otras palabras, buscó "piedras de Rosetta" que nos permitieran traducir las observaciones de los contextos estáticos en afirmaciones sobre las cualidades dinámicas del comportamiento humano. Para lograr esto, propuso la utilización de un nuevo paradigma, que le permitiría producir una "teoría de alcance medio" (Binford 1981:25), un concepto que nos llega de la sociología (Brodie et al. 2011) (Figura 17). Michael Shott (1998) dice que Robert Merton, el primero en utilizar la teoría de alcance medio en la investigación sociológica, entendió la importancia de la teoría general, pero consideró que era igualmente importante desarrollar la capacidad de probarla con datos empíricos. ...
En este trabajo exploro los antecedentes teóricos para el estudio de la cultura material y las adaptaciones humanas a la naturaleza. El texto se divide en tres partes: (1) Cultura material, quiere decir los artefactos, herramientas, instrumentos y todos los objetos utilizados por las personas para adaptarse a su entorno. La cultura material es la principal fuente de información utilizada por los arqueólogos para inferir la economía, la tecnología, la organización social y las prácticas rituales de las sociedades antiguas (Hodder 1982), por eso el análisis de la cultura material es crucial para la teoría y la metodología arqueológicas. (2) La ecología cultural se refiere a los patrones de comportamiento que permiten a las personas adaptarse a su entorno, así como su conocimiento (y uso) de espacios y paisajes naturales específicos. La ecología cultural se ocupa de muchos aspectos del comportamiento humano y el medio ambiente, incluyendo la forma en que la gente resuelve sus problemas de subsistencia, cómo los grupos de personas entienden su entorno y cómo comparten con otros individuos su conocimiento de los contextos, recursos y paisajes naturales. (3) En la última sección, exploro la relación entre la arqueología y la antropología a lo largo del tiempo, y el papel de la etnoarqueología como un posible puente entre estas dos disciplinas, así como una herramienta indispensable para la interpretación arqueológica (Williams 2018, 2019, 2020, 2022a, 2022b). También analizo el papel de la etnohistoria y otras disciplinas de las ciencias sociales y las humanidades, que ofrecen perspectivas cruciales para la interpretación arqueológica. Tanto la etnoarqueología como la etnohistoria son indispensables para la interpretación del registro arqueológico.
... In other words, he sought 'Rosetta stones' that would enable us to translate the observations of the static contexts into statements about the dynamic qualities of human behavior. To accomplish this, he proposed the utilization of a new paradigm, one that would allow him to produce a 'middle-range theory' (Binford 1981:25), a concept that comes to us from sociology (Brodie et al. 2011) (Figure 17). Michael Shott (1998) says that Robert Merton, first to use middle range theory in sociological research, understood the importance of general theory, but considered that it was equally important to develop the capacity to test this with empirical data. ...
In this chapter I explore the theoretical background for the study of material culture and human adaptations to nature. The chapter is divided in three parts: (1) Material culture, or the artifacts, tools, instruments, and all objects used by people to adapt to their environment. Material culture is the main source of information used by archaeologists to infer the economy, technology, social organization, and ritual practices of ancient societies. The analysis of material culture is crucial to archaeological theory and methodology. (2)
Cultural ecology, or the patterns of behavior that allow people to adapt to their environment, as well as their knowledge (and use) of specific natural environments and landscapes. Cultural ecology deals with many aspects of culture and the environment, including how humans can solve their subsistence problems, how groups of people understand their environment, and how they share with others their knowledge of the natural settings, resources, and landscapes. (3) In the last section, I explore the relationship between archaeology and anthropology over time, and the role of ethnoarchaeology as a possible bridge between these two disciplines, as well as an indispensable tool for archaeological interpretation. I also discuss the role of ethnohistory and other disciplines from the social sciences and humanities, which offer crucial perspectives for archaeological interpretation. Both ethnoarchaeology and ethnohistory are indispensable for the interpretation of the archaeological record, as the reader will see in this book.
... Second, by linking sales processes with the concept of value-in-use we identify a sales approach that provides operational guidance for supporting and enhancing customers' usage processes (Macdonald et al. 2016;Prohl and Kleinaltenkamp 2020). Third, with regard to SDL, we contribute to the development of midrange theory (Brodie et al. 2011;Karpen et al. 2015) and advance its application to the sales research field (Hartmann et al. 2018). ...
... Third, with regard to general SDL theory and its notion of value-in-use, this article responds to the call to develop more midrange theory in this research field (Brodie et al. 2011;Vargo and Lusch 2017). Our research was guided by a value-in-use perspective as a foundational premi-se of SDL and followed a theories-in-use research philosophy. ...
Today, technology companies are paying increased attention to the provision of digital services, and business customers’ actual usage process has become a pivotal concern. Thus, technology companies are turning their focus to customer value created during usage processes, referred to as “value-in-use”. This implies that the entire organization and ist ecosystem must adapt accordingly. This qualitative study identifies and classifies concrete fields of action for the sales team structure, the sales role itself, the selling process, and the customer-supplier relationship. The results shed light on a value-in-use-oriented sales approach for digital services that is currently implemented in the technology industry. The theoretical contributions include a holistic perspective on a changing business environment and its impact on the sales organization as well as an explicit focus on value-in-use. Managerial implications include recommendations to adjust recruitment and training activities based on developments in the team structure and a salesperson’s individual skills as well as to strengthen and extend the customer-supplier relationship.
