The discussion was about marketing theory, rapidly followed by management, in which discipline advances needed new approaches, new grand theories, renewed paradigms (Gummesson, 2002; Goshal, 2005). Intriguing issues such as complexity, system thinking, human behavior, vitality, service systems were addressed, still we were not able to focus the main research lack. Cultural and behavioral change of customers, globalization of systems and competition, information and communication technology with the Internet and web service, and other changes – all require new marketing and management theory. New approaches to marketing have been brewing for the past three decades challenging the 1960s marketing management and marketing mix. These include service marketing and management, relationship marketing and CRM (Customer Relationship Management), and relational and network applications in B2B (business-to-business) marketing. We are left with a fragmented and confusing view. The discipline has reached a turning point calling for more systemic and integrative theory. The attention deserved to Service research, indeed, was growing rapidly worldwide, but Europe, and especially southern Europe was far behind, and needed to catch up. Service Science and S-D logic took the first steps, still there was something missing. And then it came. Far from solving the problem, long distance discussions between Stockholm, Cassino and Naples gave rise to the idea that research and discussion had to address jointly these topics, maybe supported by a general theory, through network theory (and more specifically by Many-to-Many marketing and the Viable System Approach). Why connecting the themes? The themes are interdependent, integrative one to each other. S-D logic dissolves the divides between goods/services and supplier/customer into co-created service and value. It forms a philosophy for the service science project and its applications in education, theory, and practice in its effort to create hassle-free, innovative service systems. Network theory is a systemic way of thinking and a methodology to go beyond fragmented research in marketing addressing complexity and context with direct application on service systems. The three themes of the 2009 Naples Forum on Service– currently catching the imagination of scholars and practitioners worldwide – represent efforts in that direction.
The 2009 Naples Forum on Service: Service-Dominant Logic, Service Science and Network Theory
POLESE, Francesco
2009-01-01
Abstract
The discussion was about marketing theory, rapidly followed by management, in which discipline advances needed new approaches, new grand theories, renewed paradigms (Gummesson, 2002; Goshal, 2005). Intriguing issues such as complexity, system thinking, human behavior, vitality, service systems were addressed, still we were not able to focus the main research lack. Cultural and behavioral change of customers, globalization of systems and competition, information and communication technology with the Internet and web service, and other changes – all require new marketing and management theory. New approaches to marketing have been brewing for the past three decades challenging the 1960s marketing management and marketing mix. These include service marketing and management, relationship marketing and CRM (Customer Relationship Management), and relational and network applications in B2B (business-to-business) marketing. We are left with a fragmented and confusing view. The discipline has reached a turning point calling for more systemic and integrative theory. The attention deserved to Service research, indeed, was growing rapidly worldwide, but Europe, and especially southern Europe was far behind, and needed to catch up. Service Science and S-D logic took the first steps, still there was something missing. And then it came. Far from solving the problem, long distance discussions between Stockholm, Cassino and Naples gave rise to the idea that research and discussion had to address jointly these topics, maybe supported by a general theory, through network theory (and more specifically by Many-to-Many marketing and the Viable System Approach). Why connecting the themes? The themes are interdependent, integrative one to each other. S-D logic dissolves the divides between goods/services and supplier/customer into co-created service and value. It forms a philosophy for the service science project and its applications in education, theory, and practice in its effort to create hassle-free, innovative service systems. Network theory is a systemic way of thinking and a methodology to go beyond fragmented research in marketing addressing complexity and context with direct application on service systems. The three themes of the 2009 Naples Forum on Service– currently catching the imagination of scholars and practitioners worldwide – represent efforts in that direction.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
