Provider Service Logic: The generation and application of beneficiary-centric knowledge

Salunke, S., Weerawardena, J. and McColl-Kennedy, J. R. (2008). Provider Service Logic: The generation and application of beneficiary-centric knowledge. In: Spanjaard, D., Denize, S. and Sharma, N., Australian and New Zealand Marketing Academy Conference 2008: Marketing: Shifting the Focus from Mainstream to Offbeat. Australian and New Zealand Marketing Academy (ANZMAC 2008), Sydney, Australia, (1-7). 1-3 December 2008.

Author Salunke, S.
Weerawardena, J.
McColl-Kennedy, J. R.
Title of paper Provider Service Logic: The generation and application of beneficiary-centric knowledge
Conference name Australian and New Zealand Marketing Academy (ANZMAC 2008)
Conference location Sydney, Australia
Conference dates 1-3 December 2008
Convener School of Marketing, University of Western Sydney
Proceedings title Australian and New Zealand Marketing Academy Conference 2008: Marketing: Shifting the Focus from Mainstream to Offbeat
Place of Publication Sydney, Australia
Publisher ANZMAC
Publication Year 2008
Year available 2008
Sub-type Fully published paper
Open Access Status
ISBN 186308 144 5
Editor Spanjaard, D.
Denize, S.
Sharma, N.
Start page 1
End page 7
Total pages 7
Collection year 2009
Language eng
Abstract/Summary While the extant literature on the Service Dominant logic (SDL) has focussed on various aspects of value generation, the process by which the firm creates superior value propositions has received little attention. In particular, the interface between the firm and the beneficiary remains a black box. Building on the dynamic capabilities-based view of competitive strategy the conceptual model presented in this paper argues that the ability to learn from the beneficiary is at the heart of the provider service logic. In turn, this beneficiary-centric knowledge drives and guides the development of higher-order competencies that enable the firm to pursue an innovation-based competitive strategy. The article extends and elaborates the importance of operant resources to innovation-based competitive strategy in the provider service logic of marketing.
Subjects E1
1505 Marketing
910403 Marketing
Q-Index Code E1
Q-Index Status Confirmed Code

 
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Created: Mon, 09 Feb 2009, 18:07:24 EST by Karen Morgan on behalf of UQ Business School