Consumer dominant value creation: a theoretical response to the recent call for a consumer dominant logic for marketing

TY - JOUR

T1 - Consumer dominant value creation

T2 - a theoretical response to the recent call for a consumer dominant logic for marketing

AU - Boysen Anker, Thomas

AU - Sparks, Leigh

AU - Moutinho, Luiz

AU - Grönroos, Christian

N1 - Publisher Copyright: © Emerald Group Publishing Limited.

PY - 2015/4/13

Y1 - 2015/4/13

N2 - Purpose – The purpose of this paper is to provide an analysis of the ontological and semantic foundations of consumer-dominant value creation to clarify the extent to which the call for a distinct consumer-dominant logic (CDL) is justifed. This paper discusses consumer-driven value creation (value-in-use) across three different marketing logics: product-dominant logic (PDL), service-dominant logic (SDL) and CDL. PDL conceptualises value as created by frms and delivered to consumers through products. SDL frames consumer value as a function of direct provider-consumer interaction, or consumer-driven chains of action indirectly facilitated by the provider. Recently, the research focus has been turning to consumer-dominant value creation. While there is agreement on the signifcance of this phenomenon, there is disagreement over whether consumer-dominant value creation is an extension of SDL or calls for a distinct CDL. Design/methodology/approach – This is a conceptual paper, which is informed by fve cases of consumer dominance. The cases are used to clarify rather than verify the analysis of the ontological and semantic underpinnings of consumer-dominant value creation. Findings – The ontological and semantic analysis demonstrates that PDL and SDL have insuffcient explanatory power to accommodate substantial aspects of consumer-dominant value creation. By implication, this supports the call for a distinct CDL. Originality/value – This paper contributes to the ongoing theoretical debate over the explanatory power of SDL by demonstrating that SDL is unable to accommodate important ontological and semantic aspects of consumer-driven value creation.

AB - Purpose – The purpose of this paper is to provide an analysis of the ontological and semantic foundations of consumer-dominant value creation to clarify the extent to which the call for a distinct consumer-dominant logic (CDL) is justifed. This paper discusses consumer-driven value creation (value-in-use) across three different marketing logics: product-dominant logic (PDL), service-dominant logic (SDL) and CDL. PDL conceptualises value as created by frms and delivered to consumers through products. SDL frames consumer value as a function of direct provider-consumer interaction, or consumer-driven chains of action indirectly facilitated by the provider. Recently, the research focus has been turning to consumer-dominant value creation. While there is agreement on the signifcance of this phenomenon, there is disagreement over whether consumer-dominant value creation is an extension of SDL or calls for a distinct CDL. Design/methodology/approach – This is a conceptual paper, which is informed by fve cases of consumer dominance. The cases are used to clarify rather than verify the analysis of the ontological and semantic underpinnings of consumer-dominant value creation. Findings – The ontological and semantic analysis demonstrates that PDL and SDL have insuffcient explanatory power to accommodate substantial aspects of consumer-dominant value creation. By implication, this supports the call for a distinct CDL. Originality/value – This paper contributes to the ongoing theoretical debate over the explanatory power of SDL by demonstrating that SDL is unable to accommodate important ontological and semantic aspects of consumer-driven value creation.

KW - Consumer value

KW - Consumer-dominant logic

KW - Marketing logics

KW - Product-dominant logic

KW - Service-dominant logic

UR - https://www.scopus.com/pages/publications/84928235326

U2 - 10.1108/EJM-09-2013-0518

DO - 10.1108/EJM-09-2013-0518

M3 - Article

AN - SCOPUS:84928235326

SN - 0309-0566

VL - 49

SP - 532

EP - 560

JO - European Journal of Marketing

JF - European Journal of Marketing

IS - 3-4

ER -