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ID:7295543
大小:293.01 KB
页数:35页
时间:2018-02-10
《toward a cultural resource-based theory of the customer》由会员上传分享,免费在线阅读,更多相关内容在工程资料-天天文库。
1、TowardaCulturalResource-BasedTheoryoftheCustomerEricJ.Arnould,LindaL.Price,andAvinashMalshe(2006)inTheNewDominantLogicinMarketing,RobertF.LuschandStephenL.Vargo,eds.,Armonk,NY:M.E.Sharpe,91-104.AbstractOurpapercontributestotheevolvingmarketingparadigmbyfoc
2、usingonconsumers’operantandoperandresources.Firstweoverviewanddefineconsumers’resources.Nextwedepicthowoperantresourcesofcustomersandfirmscometogethertoco-createvaluethroughpatternsofexperiencesandmeaningsembeddedintheculturallife-worldsofconsumers.Thisana
3、lysisisthenextendedtoillustratethenewsetsofproblemsbroughtintoreliefbytheinteractionofconsumerandfirmoperantresources.Aresearchagendaflowsfromadoptingaresource-centeredperspective.Thedominantlogicofmarketingisshiftingfromafirm-centricviewofvaluecreationtoo
4、nethatexamineshowcustomersengagethemselvesinthevalue-creationprocess(PrahaladandRamaswamy2003;VargoandLusch2004).Thegoalofourpaperistoadvanceamodelthatisbettersuitedtodialecticalvaluecreationandacustomer-centricorientationofthefirm.Insodoingwehopetobridget
5、hegapbetweentheforwardthinkingmanagerialliteraturethatcallsforco-creationofvaluebutfallsshortinitsconceptualizationofconsumers’richvalue-creativecompetencies,andrecentconsumerresearchproducedbytheConsumerCultureTheoryschoolofthought(Arnouldand1Thompson2005
6、),thatarticulatesanemergenttheoryofconsumers’co-creative1competencebutisonlyerraticallytiedtomanagerialmodels.VargoandLusch(2004)arguethatthenewdominantlogicformarketingisfocusedmoreonoperantthanoperandresources.Briefly,operantresourcesareemployedtoactonop
7、erandresourcesandotheroperantresources.Operantresourcesareofteninvisibleandintangible;atthefirmleveltheyincludecorecompetencies(knowledgeandskills)ordynamiccapabilities.Operandresourcesaretangibleresourcesespeciallygoodsorrawmaterials,overwhichaconsumerora
8、firmhasallocativecapabilitiestoactinordertocarryoutabehavioralperformance.Inthemanagerialframework,thisevolvingperspectiveviewsthecustomerprimarilyasasourceofoperantresourcesforthefirm,co-producingthevalueder
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