It's all B2B ... and beyond: Toward a systems perspective of the market
It's all B2B ... and beyond: Toward a systems perspective of the market
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DOI：
10.1016/j.indmarman.2010.06.026
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发表时间：
2011-02-01
影响因子：
10.3
通讯作者：
Lusch, Robert F.
中科院分区：
文献类型：
--
作者：
Vargo, Stephen L.;Lusch, Robert F.
从“主流”营销B2B的划定反映了传统的，商品主导（G-D）的交换模式和价值创造的概念化的基础上的“生产者”与“消费者”的鸿沟的局限性。服务主导（S-D）逻辑拓宽了交换和价值创造的视角，并意味着所有参与交换的社会和经济行为者（例如，公司、客户等）是提供服务，创造价值的企业;因此，在这个意义上，所有的交换都可以被认为是B2B。从这个角度来看，B2B营销（和其他子学科）的贡献可以被视为适用于“主流”营销。这种普遍的行动者对行动者（A2 A）导向反过来又指向价值创造的动态、网络和系统导向。本文讨论了这一面向系统的框架，并阐述了必要的步骤，进一步发展成为一个一般的市场理论，由营销子学科，营销实践和学科外部的营销。(C)2010年爱思唯尔公司All rights reserved.
The delineation of B2B from 'mainstream' marketing reflects the limitations of the traditional, goods-dominant (G-D) model of exchange and a conceptualization of value creation based on the 'producer' versus 'consumer' divide. Service-dominant (S-D) logic broadens the perspective of exchange and value creation and implies that all social and economic actors engaged in exchange (e.g., firms, customers, etc.) are service-providing, value-creating enterprises; thus, in this sense, all exchange can be considered B2B. From this perspective, the contributions of B2B marketing (and other sub-disciplines) can be seen as applicable to 'mainstream' marketing. This generic, actor-to-actor (A2A) orientation, in turn, points toward a dynamic, networked and systems orientation to value creation. This article discusses this systems-oriented framework and elaborates the steps necessary for developing it further into a general theory of the market, informed by the marketing sub-disciplines, marketing practices, and disciplines external to marketing. (C) 2010 Elsevier Inc. All rights reserved.