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Marketing inherited a model of exchange from economics, which had a dominant logic based on the exchange of "goods," which usually are manufactured output. The dominant logic focused on tangible resources, embedded value, and transactions. Over the past several decades, new perspectives have emerged that have a revised logic focused on intangible resources, the cocreation of value, and relationships. The authors believe that the new per- spectives are converging to form a new dominant logic for marketing, one in which service provision rather than goods is fundamental to economic exchange. The authors explore this evolving logic and the corresponding shift in perspective for marketing scholars, marketing practitioners, and marketing educators.
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... Theoretical perspectives for a service-centered logic, as opposed to a goods-centered dominant logic, have resulted in consumers' active participation in interactive value creation with companies (Prahalad and Ramaswamy, 2004;Vargo and Lusch, 2004). In this direction, Vargo and Lusch (2004) proposed the service-dominant (S-D) logic, in which service is the basis of exchange, and value cocreation occupies a central space. ...
... Theoretical perspectives for a service-centered logic, as opposed to a goods-centered dominant logic, have resulted in consumers' active participation in interactive value creation with companies (Prahalad and Ramaswamy, 2004;Vargo and Lusch, 2004). In this direction, Vargo and Lusch (2004) proposed the service-dominant (S-D) logic, in which service is the basis of exchange, and value cocreation occupies a central space. Value cocreation occurs when actors interact and integrate their resources, aiming for the mutual well-being of those involved (Vargo and Lusch, 2016). ...
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... Understanding the processes and dynamics of value co-creation is essential for advancing successful networks and partnerships, as it provides insights into how network structure and dynamics impact patient engagement with health behaviors. According to service-dominant (SD) logic (Vargo & Lusch, 2004), value co-creation is the "benefit realized from the integration of resources journeys that enable individuals to engage with service providers catering to various needs through the principles of value co-creation (Gallan et al., 2019;Mc-Coll-Kennedy et al., 2012;Ramaswamy & Ozcan, 2016;Vargo et al., 2017). Yet, contemporary health services tend to view individuals primarily through the lens of biological needs and the healthdisease spectrum, making them very intervention-focused and fragmented (El Khoudary et al., 2019;Patricio et al., 2020). ...
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