1,721,090 research outputs found
Marketing
No full textQuesto libro si rivolge a studenti che approcciano per la prima volta il tema del marketing e delle relazioni tra attori socio-economici. L'impostazione dell'opera è originale poichè comprende i tradizionali fondamenti di marketing, ma include altresì spunti orientati alle nuove logiche di relazione tra attori frutto di ricerche sul tema, supportate dalle nuove tecnologie. In questa prospettiva il volume presenta una nuova concettualizzazione degli scambi di servizio alla base di qualsiasi processo di co-creazione di valore, mostrando quanto il valore e le relazioni siano alla base di un costruttivo dialogo tra soggetti socio-economici. Assecondando spunti derivandi dalla "Service-Dominant Logic" e dalla "Service Science", infatti, il volume descrive uno scenario in cui gli attori dovrebbero ispirarsi a cultura, approcci filosofici e paradigmi sociali oramai maturi quali il many-to-many marketing, i network, l'Approccio Sistemico Vitale. L'abilità degli attori di ben interpretare questa nuova visione relazionale determina la relativa capacità competitiva creando i presupposti affinchè i diversi attori sociali siano parte attiva di proposizioni di valore apprezzate nell'ambito di mercati complessi e dinamici, nella ricerca di interazioni positive e di scambi di co-creazione di valore vitali e sostenibili. A ben vedere, pertanto, il presente volume introduce allo studio del Marketing non tanto fornendo elementi pratici utili alla gestione di una funzione aziendale, bensì stimolando l'acquisizione di un approccio culturale e di una filosofia che possano rivelarsi determinanti per individui e attori socio-economici
The 2015 Naples Forum on Service. Service Dominant Logic, Network and Systems Theory and Service Science: Integrating three Perspectives for a New Service Agenda
No full textThe Naples Forum on Service has reached its fourth edition and, after the success of its past experiences (see www.naplesforumonservice.it) is about to start its 2015 experience with inspiring scientific premises. For the 2015 Forum, we move from islands to the heart of the city of Naples, in a charming cultural and historic venue; the historic city centre is the largest in Europe and is listed by UNESCO as a Wold Heritage Site. The Naples Forum is an effort to stimulate Paradigm 3 research, communicate it and speed up its progress (for a brief article on the paradigms, see Gummesson, 2012). Paradigm 1 (pre-1970s) where service was not at all on the agenda in marketing and management research and education. Paradigm 2 (1970s-2000s) when service research grew exponentially with seminal contributions from Northern Europe, France, UK, USA and other countries with goods/services differences in the center but lacking syntheses and unifying theory. Paradigm 3 (2000s-) when service research moved its focus from differences to commonalities and interdependencies between goods and services. It also moved from the supplier value chain to the value network of all stakeholders (“balanced centricity”) and service (in the singular) became the output irrespective of input. The roles of suppliers and customers have also changed through the recognition of cocreation of value with resource integration with customer-to-customer interaction (C2C) or more broadly as actor-to-actor interaction (A2A). In the core of Paradigm 3 is the recognition of complexity. Service systems are enormously complex – it is not sufficient to study the relationship between just a few variables. The new millennium brought with it openings to address complexity and take a more systemic view. Service-Dominant (S-D) Logic contributed a initial higher-level service theory of the best contributions of the past and showed directions for the future. Service Science started from practitioner experiences and challenges our way of designing and implementing service systems. Network Theory and Systems Theory have been deployed to address complexity, with applications like Many-to-Many-Marketing and the Viable Systems Approach (VSA). These developments form the 3 Pillars of the Naples Forum. With them it is motivated to label our current economy a Service Economy.
The transition to Paradigm 3 is developing – but it takes time and effort. Service research got under way 40 years ago and it is only now that we are beginning to sense the full picture of our economies as complex networks of service systems with a mission to enhance value for consumers, citizens, businesses and society as a whole. The following sections offer brief reviews of the characteristics of the 3 Pillars ending with reference to some recent publications on each of them
Editoriale The 2013 Naples Forum on Service
No full textThe Naples Forum on Service took place for the third time last June 2013 on the island
of Ischia, Italy, a charming venue with hot springs and spas, gathering about 150
participants from 25 countries. Despite the attracting environment, the island beauty
was far away from participants priorities, since the interactive format of the Forum
once again confirmed vivid research discussion and informal debates trying to trace
future avenues for service research and marketing (look for updates on
www.naplesforumonservice.it). The Naples Forum on Service is strongly focused on
radical research advances, looking for a revival of our disciplines. In the development
of service research we have discerned three paradigms (for a brief article on the
paradigms, see Gummesson, 2012)
Service dominant logic, network & systems theory and service science: integrating three perspectives for a new service agenda
No full textThe Naples Forum on Service has reached its fifth edition and, after the success of its past experiences (see www.naplesforumonservice.it) is about to start its 2017 experience with inspiring scientific premises. The Naples Forum is an effort to stimulate Paradigm 3 research, communicate it and speed up its progress (for a brief article on the paradigms, see Gummesson, 2012). Paradigm 1 (pre-1970s) where service was not at all on the agenda in marketing and management research and education. Paradigm 2 (1970s-2000s) when service research grew exponentially with seminal contributions from Northern Europe, France, UK, USA and other countries with goods/services differences in the center but lacking syntheses and unifying theory. Paradigm 3 (2000s-) when service research moved its focus from differences to commonalities and interdependencies between goods and services. It also moved from the supplier value chain to the value network of all stakeholders (“balanced centricity”) and service (in the singular) became the output irrespective of input. The roles of suppliers and customers have also changed through the recognition of cocreation of value with resource integration with customer-to-customer interaction (C2C) or more broadly as actor-to-actor interaction (A2A). In the core of Paradigm 3 is the recognition of complexity. Service systems are enormously complex – it is not sufficient to study the relationship between just a few variables. The new millennium brought with it openings to address complexity and take a more systemic view. Service-Dominant (S-D) Logic contributed a initial higher-level service theory of the best contributions of the past and showed directions for the future. Service Science started from practitioner experiences and challenges our way of designing and implementing service systems. Network Theory and Systems Theory have been deployed to address complexity, with applications like Many-to-Many-Marketing and the Viable Systems Approach (VSA). These developments form the 3 Pillars of the Naples Forum. With them it is motivated to label our current economy a Service Economy.
The transition to Paradigm 3 is developing – but it takes time and effort. Service research got under way 40 years ago and it is only now that we are beginning to sense the full picture of our economies as complex networks of service systems with a mission to enhance value for consumers, citizens, businesses and society as a whole. The following sections offer brief reviews of the characteristics of the 3 Pillars ending with reference to some recent publications on each of them
Commentary in How to develop theory and keep our jobs? The role of academic ‘gatherings’ in our theory development practice : The Naples Forum on Service: developing theory through the practices of a community
No full textThe Naples Forum on Service is a biennial event taking place in the Naples area since 2009. The format of the event is strongly influenced by the efforts of the three co-chairs to merge Nordic and Mediterranean research traditions and philosophy. The professional and social programme and the ambiance of the venue open up for personal engagement, interaction and shared value experiences. These elements accompanied by the cutting edge of the Forum Research Pillars are the enablers of the Naples Forum on Service. The three Forum Pillars are: service-dominant (S-D) logic, service science and network and systems theory. These pillars are supportive of each other and the Forum treats them in an integrative spirit
The 5th Naples Forum on Service. Service dominant logic, network & systems theory and service science: integrating three perspectives for a new service agenda
No full textThe Naples Forum is an effort to stimulate Paradigm 3 research, communicate it and speed up its progress (for a brief article on the paradigms, see Gummesson, 2012). Paradigm 1 (pre-1970s) where service was not at all on the agenda in marketing and management research and education. Paradigm 2 (1970s-2000s) when service research grew exponentially with seminal contributions from Northern Europe, France, UK, USA and other countries with goods/services differences in the center but lacking syntheses and unifying theory. Paradigm 3 (2000s-) when service research moved its focus from differences to commonalities and interdependencies between goods and services. It also moved from the supplier value chain to the value network of all stakeholders (“balanced centricity”) and service (in the singular) became the output irrespective of input. The roles of suppliers and customers have also changed through the recognition of cocreation of value with resource integration with customer-to-customer interaction (C2C) or more broadly as actor-to-actor interaction (A2A). In the core of Paradigm 3 is the recognition of complexity. Service systems are enormously complex – it is not sufficient to study the relationship between just a few variables. The new millennium brought with it openings to address complexity and take a more systemic view. Service-Dominant (S-D) Logic contributed a initial higher-level service theory of the best contributions of the past and showed directions for the future. Service Science started from practitioner experiences and challenges our way of designing and implementing service systems. Network Theory and Systems Theory have been deployed to address complexity, with applications like Many-to-Many-Marketing and the Viable Systems Approach (VSA). These developments form the 3 Pillars of the Naples Forum. With them it is motivated to label our current economy a Service Economy.
The transition to Paradigm 3 is developing – but it takes time and effort. Service research got under way 40 years ago and it is only now that we are beginning to sense the full picture of our economies as complex networks of service systems with a mission to enhance value for consumers, citizens, businesses and society as a whole. The following sections offer brief reviews of the characteristics of the 3 Pillars ending with reference to some recent publications on each of them
Editorial “The 2013 Naples Forum on Service and its efforts to advance service theory and practice”
No full textThe Naples Forum on Service is a biennial research conference held for the first time in 2009 and for the fourth time planned from June 9 to 12, 2015, organized in charming venues of the Neapolitan gulf, in Italy. The three past forums have been characterized by original and stimulating discussions upon the forum themes with the three scientific pillars represented by Service Dominant logic, Network & Systems Theory and Service Science (look for updates at http://www.naplesforumonservice.it). The environment, the organization and forum settings have been designed to favor co-creation and to foster concrete debate upon service advances in a rigorous but creative manner. The Naples Forum on Service spirit has been granted attention worldwide and the forum discussions as well as publications have a clear direction in the integration of the scientific background of the forum that we believe to be the most promising for future research. In this perspective the Naples Forum on Service is a conference strongly focused to radical research advances, looking for a revival of our disciplines. In the development of service research we have discerned three paradigms (Gummesson, 2012):
Paradigm 1 (pre-1970s) where service was not at all on the agenda in marketing and management research and education.
Paradigm 2 (1970s-2000s) when service research grew exponentially with seminal contributions from northern Europe, France, UK, USA and other countries with goods/services differences in the center but lacking syntheses and unifying theory.
Paradigm 3 (2000s-) when service research moved its focus from differences to commonalities and interdependencies between goods and services. It also moved from the supplier value chain to the value network of all stakeholders (“balanced centricity”) and service (in the singular) became the output irrespective of input (Vargo and Lusch, 2008). The roles of suppliers and customers have also changed through the recognition of co-creation of value (Payne et al., 2008; Pels et al., 2012) with resource integration through actor-to-actor interactions (A2A) (Gummesson and Polese, 2009; Gummesson and Mele, 2010). In the core of Paradigm 3 is the recognition of complexity characterizing every Service System (Barile et al., 2012), suggesting the adoption of a systemic perspective of service exchange (Mele et al., 2010; Ng et al., 2012
Value co-creation as a complex adaptive process
No full textThe processes of value creation, according to service-dominant (S-D) logic (Vargo and Lusch, 2004, 2010) suggest a change in the roles and dimensions of the relevance of engaged actors starting from, but not limited to, customers. Following this view, a shift from the customer to the actor has recently occurred. Such a change is useful to explain the concept of value co-creation. The value co-creation process is not seen anymore as a dyadic affair, but it occurs in extended settings. It is indeed not a supplier-centric process of production and delivery, nor is it a customer-centric value-in-use phenomenon; it is, rather, a more complex and dynamic co-creation framework. By examining participants in the creative process, the value is created by and for all the actors by a choral win-win perspective (Gummesson, 2008;
Gummesson and Mele, 2010)
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