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The customer value proposition: evolution, development, and application in marketing
The customer value proposition (CVP) has a critical role in communicating how a company
aims to provide value to customers. Managers and scholars increasingly use CVP …
aims to provide value to customers. Managers and scholars increasingly use CVP …
Conceptualizing and communicating value in business markets: From value in exchange to value in use
Creating and communicating customer value is the basis of business-to-business marketing.
In recent years, our understanding of the value construct and the communication of customer …
In recent years, our understanding of the value construct and the communication of customer …
Service-dominant logic as a unifying theoretical framework for the re-institutionalization of the marketing discipline
This manuscript addresses growing concerns about the impact and relevance of the
marketing discipline and its ability to replicate itself through common theoretical, empirical …
marketing discipline and its ability to replicate itself through common theoretical, empirical …
Co-creation practices: Their role in sha** a health care ecosystem
Co-creation is described as a resource integration process involving actors that are linked
within a service ecosystem. This process occurs when value propositions attract actors to …
within a service ecosystem. This process occurs when value propositions attract actors to …
Value co-creation in knowledge intensive business services: A dyadic perspective on the joint problem solving process
This paper examines the collaborative process of value co-creation in the context of
knowledge intensive business services. Through 120 qualitative interviews with suppliers …
knowledge intensive business services. Through 120 qualitative interviews with suppliers …
Value propositions: A service ecosystems perspective
Despite significant interest in value propositions, there is limited agreement about their
nature and role. Moreover, there is little understanding of their application to today's …
nature and role. Moreover, there is little understanding of their application to today's …
A customer‐dominant logic of service
Purpose–The paper seeks to introduce to a new perspective on the roles of customers and
companies in creating value by outlining a customer‐based approach to service. The …
companies in creating value by outlining a customer‐based approach to service. The …
Service-dominant logic 2025
During the last decade, service-dominant (SD) logic (1) has taken a series of significant
theoretical turns,(2) has had foundational premises modified and added and (3) has been …
theoretical turns,(2) has had foundational premises modified and added and (3) has been …
Service-dominant logic: continuing the evolution
Since the introductory article for what has become known as the “service-dominant (SD)
logic of marketing,”“Evolving to a New Dominant Logic for Marketing,” was published in the …
logic of marketing,”“Evolving to a New Dominant Logic for Marketing,” was published in the …
Managing the co-creation of value
Central to service-dominant (SD) logic is the proposition that the customer becomes a co-
creator of value. This emphasizes the development of customer–supplier relationships …
creator of value. This emphasizes the development of customer–supplier relationships …