Purpose: This contribution identifies marketing research trends concerning the latest advances in service marketing, with particular focus on the perspective of service and value co-creation. Methodology: This work is based on a bibliometric analysis of the publications on Service-Dominant logic in marketing literature. Bibliographical data gathered from the ISI Web of Science has been examined through the adoption of a web-based social network analysis (SNA) on the citation data. Findings: New service perspectives have been granted increasing attention in academic circles and are contributing to the emergence of innovative trends that reflect the need to change the outdated principles of marketing toward new concepts more suited to current market characteristics. Practical implication: By highlighting the relevance of new marketing perspectives focused on service, the study could suggest to practitioners how to overcome outdated approaches that limit the mind-set for seeing opportunities for co-creation of value with customers and other stakeholders of the firm. Originality and value: Efficient network analysis on citation data could help researchers to propose straightforward solutions and new ideas about service and value co-creation theories.
Service perspectives’ trends in marketing research: a bibliometric analysis
MORETTA TARTAGLIONE, Andrea
;Cavacece, Ylenia;
2017-01-01
Abstract
Purpose: This contribution identifies marketing research trends concerning the latest advances in service marketing, with particular focus on the perspective of service and value co-creation. Methodology: This work is based on a bibliometric analysis of the publications on Service-Dominant logic in marketing literature. Bibliographical data gathered from the ISI Web of Science has been examined through the adoption of a web-based social network analysis (SNA) on the citation data. Findings: New service perspectives have been granted increasing attention in academic circles and are contributing to the emergence of innovative trends that reflect the need to change the outdated principles of marketing toward new concepts more suited to current market characteristics. Practical implication: By highlighting the relevance of new marketing perspectives focused on service, the study could suggest to practitioners how to overcome outdated approaches that limit the mind-set for seeing opportunities for co-creation of value with customers and other stakeholders of the firm. Originality and value: Efficient network analysis on citation data could help researchers to propose straightforward solutions and new ideas about service and value co-creation theories.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
