Service dominant logic: Implications at the marketing/entrepreneurship interface
Journal of Research in Marketing and Entrepreneurship
ISSN: 1471-5201
Article publication date: 31 December 2008
Abstract
Purpose
This paper aims to explore the implications of service dominant logic (SDL) on the marketing/entrepreneurship interface.
Design/methodology/approach
This paper integrates research from co‐creation and service dominant logic with entrepreneurship to explore the value of SDL for entrepreneurial marketing organizations.
Findings
This paper offers insights on: the implications of SDL for entrepreneurship; the value of co‐creation in an entrepreneurial context; and an exploration of risk and co‐creation, mass customization, and scale production in an entrepreneurial marketing context.
Originality/value
This paper contributes to the work of both academics and executives attempting to better understand the concepts of SDL and co‐creation and how they might be leveraged to create advantage. In addition, a set of research implications is offered pertaining to co‐creation and SDL in an entrepreneurial marketing context.
Keywords
Citation
Kasouf, C.J., Darroch, J., Hultman, C.M. and Miles, M.P. (2008), "Service dominant logic: Implications at the marketing/entrepreneurship interface", Journal of Research in Marketing and Entrepreneurship, Vol. 10 No. 1, pp. 57-69. https://doi.org/10.1108/01443571010996235
Publisher
:Emerald Group Publishing Limited
Copyright © 2008, Emerald Group Publishing Limited