Places of the Collective in Dialogical Value Creation from the Perspective of Service-Dominant Logic

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Abstract

This paper develops the "dialogue" topic in service-dominant logic of marketing (SDL). While we stand on the fundamental premise (FP) 8 that "a service-centered view is customer oriented and relational," we assume "relational" contains the collective, which cannot be reduced to individuals' interactions. Consequently, the problem of Ballantyne and Varey (2006a; 2006b) that at the start and end of the dialogical process there is no room for the collective is evident. To solve this problem, we use theoretical and empirical methods. Theoretically, we incorporate "agencement," elaborated under the actor-network theory, into the topic of dialogue in SDL. Empirically, we identify the relationship between the collective and individual based on the case study of a dialogical product planning project. We confirm the decisive role of the collective, agencement, in the relationship building and the evaluation of co-created value in the dialogical process. While the scope is limited to the ideal interaction--dialogical value cocreation--the results throw doubt on FPs 10 and 11 of SDL.

Journal

  • 経済科学

    経済科学 67 (3), 53-69, 2020-03

    名古屋大学大学院経済学研究科

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