A Service Lens on Value Creation: MARKETING'S ROLE IN ACHIEVING STRATEGIC ADVANTAGE

被引：87

作者：

Bettencourt, Lance A. ^{[1
]}

Lusch, Robert F. ^{[2
,3
]}

Vargo, Stephen L. ^{[4
]}

机构：

[1] Texas Christian Univ, Neeley Sch Business, Ft Worth, TX 76129 USA

[2] Univ Arizona, McGuire Entrepreneurship Ctr, Tucson, AZ 85721 USA

[3] Univ Arizona, Eller Coll Management, Tucson, AZ 85721 USA

[4] Univ Hawaii Manoa, Honolulu, HI 96822 USA

来源：

CALIFORNIA MANAGEMENT REVIEW | 2014年 / 57卷 / 01期

关键词：

Corporate Strategy; Value Creation; Marketing; Strategic Planning; Innovation; Management Philosophy; DOMINANT LOGIC; INNOVATION; CUSTOMERS;

D O I：

10.1525/cmr.2014.57.1.44

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Marketing needs a new mindset to fulfill its proper role in creating and sustaining strategic advantage. To extend its influence beyond the boundaries of current offerings the firm, and conventional practice, marketing and markets must be viewed through a service lens. This lens allows marketing to take a lead role in assisting the enterprise to enable value co-creation by customers who have jobs to be done. This article offers four new premises to guide marketing thought and practice for achieving and sustaining strategic advantage.

引用

页码：44 / 66

页数：23

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