Cantitate/Preț
Produs
Total produse
Vezi coșul
Service-Dominant Logic: Premises, Perspectives, Possibilities de Robert F. Lusch

Service-Dominant Logic: Premises, Perspectives, Possibilities

Autor Robert F. Lusch, Stephen L. Vargo
en Limba Engleză Paperback – 29 ian 2014

Ne-a atras atenția modul în care Service-Dominant Logic redefinește radical fundamentele economice, propunând un model în care serviciul nu este un sector terțiar, ci însăși esența oricărui schimb social sau economic. Cadrul propus de Robert F. Lusch și Stephen L. Vargo se bazează pe zece premise fundamentale care demontează viziunea tradițională a firmei orientate strict spre producție și maximizarea profitului prin bunuri tangibile. Recomandăm această lucrare deoarece funcționează ca un manual riguros pentru înțelegerea modului în care valoarea este co-creată în ecosisteme complexe, nu doar livrată de la vânzător la cumpărător.

Abordarea autorilor diferă de cea din Customer-Dominant Logic de Manfred Bruhn prin faptul că este mai puțin axată exclusiv pe managementul clientului și mult mai aplicabilă la nivel sistemic, integrând toți actorii implicați în rețele de schimb (A2A - actor-to-actor). Față de Service Management and Marketing de Christian Gronroos, care se concentrează pe logica profitului în servicii, lucrarea de față oferă o perspectivă teoretică mai vastă, transformând marketingul dintr-o funcție de suport într-o strategie centrală de business.

Structura volumului reflectă o progresie logică impecabilă. Prima parte, „Premises”, stabilește rădăcinile și axiomele mentalității S-D. Partea a doua, „Perspectives”, explorează colaborarea și ecosistemele de servicii, în timp ce secțiunea finală, „Possibilities”, traduce teoria în gândire strategică concretă. Față de articolul lor original din 2004, acest volum extinde conceptele și oferă instrumentele necesare pentru ca liderii de business să navigheze într-o economie globală interconectată, unde competențele și cunoștințele sunt principalele resurse de schimb.

Citește tot Restrânge

Preț: 23313 lei

Puncte Express: 350
Paperback 23313 lei
Hardback 71545 lei

Carte tipărită la comandă

Livrare economică 03-17 iunie

 Adaugă în coș

Wish list
Gift list
Am citit!
Adaugă în listă

Specificații

ISBN-13: 9780521124324
ISBN-10: 0521124328
Pagini: 248
Ilustrații: 31 b/w illus.
Dimensiuni: 173 x 246 x 15 mm
Greutate: 0.43 kg
Ediția:New.
Editura: Cambridge University Press
Colecția Cambridge University Press
Locul publicării:Cambridge, United Kingdom

De ce să citești această carte

Merită menționat că această carte este esențială pentru profesioniștii și cercetătorii care doresc să depășească modelul depășit al marketingului bazat pe produs. Veți câștiga o înțelegere profundă a modului în care funcționează ecosistemele economice moderne și veți învăța să aplicați cele zece premise fundamentale pentru a crea valoare sustenabilă. Este un ghid strategic care transformă modul în care priviți colaborarea și resursele în afaceri.

Despre autor

Robert F. Lusch a fost o figură proeminentă în mediul academic și profesional, ocupând funcția de profesor la Eller College of Management, Universitatea din Arizona. Expertiza sa vastă a fost recunoscută prin rolurile de editor al Journal of Marketing și președinte al American Marketing Association. Cercetările sale s-au concentrat pe strategia și teoria marketingului, fiind unul dintre arhitecții principali ai logicii dominante a serviciilor. Pentru contribuțiile sale remarcabile, a primit premiul AMA/Irwin Distinguished Marketing Educator în 2013, consolidându-și statutul de vizionar în domeniu.

Descriere scurtă

In 2004, Robert F. Lusch and Stephen L. Vargo published their groundbreaking article on the evolution of marketing theory and practice toward 'service-dominant (S-D) logic', describing the shift from a product-centred view of markets to a service-led model. Now, in this keenly anticipated book, the authors present a thorough primer on the principles and applications of S-D logic. They describe a clear alternative to the dominant worldview of the heavily planned, production-oriented, profit-maximizing firm, presenting a coherent, organizing framework based on ten foundational premises. The foundational premises of S-D logic have much wider implications beyond marketing for the future of the firm, transcending different industries and contexts, and will provide readers with a deeper sense of why the exchange of service is the fundamental basis of all social and economic exchange. This accessible book will appeal to students, as well as to researchers and practitioners.

Cuprins

Foreword; Preface; Part I. Premises: 1. The service-dominant mindset; 2. Roots and heritage; 3. Axioms and foundational premises; 4. Service as a guiding framework; Part II. Perspectives: 5. It's all actor-to-actor (A2A); 6. The nature, scope, and integration of resources; 7. Collaboration; 8. Service ecosystems; Part III. Possibilities: 9. Strategic thinking; 10. Conclusions and considerations; Appendix; Index.

Recenzii

'Lusch and Vargo's new volume is a radical innovation in marketing thinking. The volume brilliantly advances and consolidates the S-D logic initial research proposal, intriguingly suggesting an interdisciplinary scientific paradigm which will engage numerous scholars across various knowledge domains.' Sergio Barile, Professor of Business Management, University of Rome 'La Sapienza'
'In Service-Dominant Logic: Premises, Perspectives, Possibilities, Bob Lusch and Steve Vargo bring us to an elevated understanding of service as the foundation of value and exchange in modern society. The book provides in one place a compendium of existing S-D logic knowledge and, at the same time, takes us to new levels of possibilities achievable through adopting a service mindset. The book should be required reading for all students of business and society, old and young. Bravo!' Mary Jo Bitner, Professor and Executive Director, Center for Services Leadership, W. P. Carey School of Business, Arizona State University; and Editor of the Journal of Service Research
'If you are a business practitioner or academic who has been following, either casually or carefully, the development of service-dominant (S-D) logic, you should read this book, for it pulls together the foundations, structure, and implications of S-D logic for business practice and theory. If you have not been following the development of S-D logic, you should definitely read this book, for it will alert you to a transformational framework for thinking about economic activity.' Shelby D. Hunt, The Jerry S. Rawls and P. W. Horn Professor of Marketing, Rawls College of Business Administration, Texas Tech University
'This is the most seminal contribution to management and economic thinking that I have encountered during the whole of my career. Lusch and Vargo offer theory and concepts that unite the exponentially growing volume of data and research fragments from our complex modern society. Still, it is not the hard sell of yet another magic management bullet. The book should be read by everyone in management and economic disciplines: students, practitioners and politicians.' Evert Gummesson, Emeritus Professor, Stockholm University, Sweden
'Ten years ago, Lusch and Vargo turned upside down more than 200 years of economic thought, advancing the view that capabilities rather than goods are fundamental to economic exchange, and setting the stage for the emergence of a new science of service. Now they have distilled their argument to its essence in a remarkable new book that is sure to become required reading for service scientists everywhere.' Paul P. Maglio, Professor of Technology Management at the University of California, Merced and Editor-in-Chief of Service Science
'Service-Dominant Logic: Premises, Perspectives, Possibilities draws together nearly two decades of pioneering work and thought leadership by the authors. This scholarly and provocative text provides a penetrating analysis of the new discipline of service science. It combines groundbreaking research, deep insight and practical models and is an essential read for both reflective practitioners and students.' Adrian Payne, Professor of Marketing, Australia School of Business, University of New South Wales
'Two thirds of the world´s population still live on less than two dollars per day. To start changing this, we need to understand this huge segment of society not as passive aid recipients and consumers (Goods Dominant Logic), but as innovative entrepreneurs constantly co-creating solutions to survive in their daily life (Service-Dominant Logic). The base of the pyramid is a rich, living laboratory where actor-to-actor collaboration integrating scarce resources for value co-creation in complex subsistence ecosystems is rooted and practiced every day; where people are SDL Natives. This definitive book by Lusch and Vargo provides us with the ultimate platform to better understand the complexities and opportunities of a service-dominant culture.' Javier Reynoso, Service Management Research Chair, EGADE Business School, Mexico
'Service-dominant logic has been widely accepted as a leading theory and thinking framework for service sciences and engineering. It is now entering the consciousness of business leaders and practitioners: in multiple disciplines in business research and technology development, service-dominant logic is becoming part of the standard vocabulary and its relevance to practice is even more prominent as the data- and analytics-driven economy is emerging. Written by the pioneers who defined and framed the theory and applications of service-dominant logic, this monograph is a must read for researchers and practitioners alike.' Daniel Dajun Zeng, Professor in Management Information Systems, Eller College of Management, University of Arizona; Research Faculty, Chinese Academy of Sciences; and Editor-in-Chief of IEEE Intelligent Systems

Descriere

The first accessible introduction to the principles and applications of Service-Dominant Logic, written by the world-leading authors of this perspective.