Marketing inherited a model of exchange from economics, which had a dominant logic based on the exchange of “goods,” which usually are manufactured output The dominant logic focused on tangible resources, embedded value, and transactions Over the past several decades, new perspectives have emerged that have a revised logic focused on intangible resources, the cocreation of value, and relationships The authors believe that the new perspectives are converging to form a new dominant logic for marketing, one in which service provision rather than goods is fundamental to economic exchange The authors explore this evolving logic and the corresponding shift in perspective for marketing scholars, marketing practitioners, and marketing educators

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Evolving to a New Dominant Logic for Marketing

The diversity of the service sector makes it difficult to come up with managerially useful generalizations concerning marketing practice in service organizations. This article argues for a focus on...

Classifying Services to Gain Strategic Marketing Insights

https://halshs.archives-ouvertes.fr/halshs-01133098/document

Innovation in services

This article examines the received wisdom of services marketing and challenges the validity and continued usefulness of its core paradigm, namely, the assertion that four specific characteristics—i...

Whither Services Marketing? In Search of a New Paradigm and Fresh Perspectives

The subject of service convenience is important in service economies, yet little is known about this topic. The consumer convenience literature—strong in certain respects, underdeveloped in other respects—gives insufficient attention to service convenience. The prevailing pattern is either to treat service convenience generally or to lump services and goods together into an overall convenience construct. The authors seek to stimulate a higher level of research activity and dialogue by proposing a more comprehensive and multidimensional conceptualization of service convenience and a model delineating its antecedents and consequences. The authors build their case by systematically examining the convenience literature, explicating the dimensions and types of service convenience, developing the overall model and related research propositions, and presenting directions for further research.

Understanding Service Convenience

The paper is concerned with the concept, definition and measurement of a service. Although services are often dismissed as immaterial goods, they are not special kinds of goods and belong in a quite different logical category from goods. The search for appropriate units of quantity in which to measure services is not an idle metaphysical pursuit. Without quantity units there can be no prices, and most economic theory becomes irrelevant. Indeed, large parts of economic theory may be irrelevant to the analysis of services anyway, precisely because they are not goods which can be exchanged among economic units. Services are as important as goods in modern developed economies and they need to be identified and quantified properly if the measurement of economic growth and inflation is to have any meaning for the economy as a whole. The concept of a service is explained in some detail in the paper, and various ways in which services can be classified for purposes of economic analysis are elaborated. The distinction between private and public goods, or rather between private and collective services, is re-examined in the light of the general concept of a service proposed in the paper. Externalities are shown to be simply special kinds of services.

On goods and services

Do-it-yourself activities are, by definition, those for which a choice must exist between doing it oneself or hiring someone else. This means they typically involve the own account production of services, but whereas it is customary to include most goods produced on own account in GDP services are conventionally excluded. In principle, however, it is possible to envisage a comprehensive and unique measure of the total final output of all the goods and services produced within an economy whether for sale or own use. Such a measure would be better than GDP as an indicator of long term changes in economic welfare, being independent of any shifts in the ratio of market to non-market production. Moreover, it would be a homogeneous measure with clearly defined limits in contrast to improvised indices of welfare which mix economic and non-economic variables in arbitrary and subjective ways. However, the need for a measure of market output, or something very close to it such as GDP, is still as strong as ever as soon as attention is switched from measurement of long term growth to problems associated with market disequilibria, such as unemployment and inflation.

T. P. Hill

Papers

On goods and services

Do-it-yourself and gdp*