Service-Dominant Logic and Marketing

In: Business and Management

Submitted By lgalarza
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Service-Dominant Logic

S-D logic embraces the concept of co-creation of value. Therefore, instead of firms trying to market to customers, they are working to market with customers, workers, and other important partners in the firm’s network.

We can see how companies such as CONVERSE benefits from this concept. Chuck Taylor lovers can either go online or to the stores to design their own shoes. Making them to have a product with which they can identify.

CHIPOTLE heard what its customer’s wanted, healthier products with no hormones or preservatives and a better treatment for animals. That’s how “food with integrity” was born. A program that cares about the way the animals are treated and their diets. To add more value, when one of the CHIPOTLE restaurants is having a shortage in any of the products that they use, they let customers know about it instead of replacing them with products from a different source.

Build-A-Bear involves customers from the beginning to the end in the creation of their own stuff animals, making this process personal and special for each one. It also gives them the opportunity to register their teddy bear and share their experience in its website.

1800Flower.com has created a program in which employees can participate to help the creative department with new ideas for their new collections, making them part of a value network rather than independent actors.

Coca-Cola is using real customers in his marketing campaigns to give more value to the…...

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