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What about interaction?: Networks and brands as integrators within service-dominant logic
Södertörn University, School of Business Studies.
2009 (English)In: Journal of Service Management, ISSN 1757-5818, Vol. 20, no 3-4, 420-432 p.Article in journal (Refereed) Published
Abstract [en]

Purpose - This paper aims to increase the understanding of networks within the service-dominant logic (S-D logic) and to demonstrate the importance of interaction between network actors as a driving force behind the co-creation process. Design/methodology/approach - The paper uses rich empirical data from a travel industry network consisting of in-depth interviews and a survey of approximately 100 meetings professionals. Findings - The paper conceptualizes the key actors involved in the co-creation process as Brand Governor, Providers and Customers. In addition, it proposes an advancement of the service brand-relationship-value triangle introduced by Brodie et al by linking the key processes and actors in the triangle. It is found that the network approach provides a deeper understanding of how actors integrate with one another and how this interaction leads to co-created outcomes that can be translated into value. Research limitations/implications - Future research could employ empirical material from other studies to increase the reliability of the findings. In particular, the issues of trust and power among actors with regard to S-D logic are highlighted. Practical implications - The differences in power could be advantageous for the entire network because the actors are involved in exchange and constantly seeking balance between themselves. Originality/value - The paper extends the current debate on S-D logic, especially the co-creation of value, by highlighting the importance of networks.

Place, publisher, year, edition, pages
2009. Vol. 20, no 3-4, 420-432 p.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-13931DOI: 10.1108/09564230910978511ISI: 000269269000010Scopus ID: 2-s2.0-75149197926OAI: oai:DiVA.org:sh-13931DiVA: diva2:464967
Available from: 2011-12-14 Created: 2011-12-14 Last updated: 2014-02-14Bibliographically approved

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CiteExportLink to record
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Cite
Citation style
  • apa
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  • vancouver
  • Other style
More styles
Language
  • de-DE
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  • en-US
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  • nn-NO
  • nn-NB
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More languages
Output format
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