Η καινοτομία υπό το πρίσμα της λογικής των υπηρεσιών - Services Dominant Logic (SDL)
View/
Keywords
Καινοτομία ; Υπηρεσίες ; ΜάρκετινγκAbstract
This thesis tries to identify a modern mentality about the services sector by using a unified understanding of market exchange and the nature of organizations, markets and society. Its basic proposition is that organizations, markets and society are essentially engaged in the exchange of services intended as applications of skills (knowledge and skills) for the benefit of one party. It reflects clients as functional resources that have the potential to combine their skills, experiences and knowledge in the co-creation process for the benefit of another actor or their selves. The main reason for the empowerment of customers is the advanced Internet-based technologies that have forced businesses to be more customer-oriented. It is all about a “new example of marketing thinking” introduced by Vargo and Lusch (2004, 2008) that has been the subject of much debate over the last decade. The Services Dominant Logic (SDL) argues that marketing moves away from a "commodity-dominated" view that focuses on tangible goods transactions, into a "dominant service" view that focuses on intangible resources and relationships as the fundamental source of value.