Suchergebnisse

A trend has been developing in the United States towards the use of vertical marketing systems. Of the many types of vertical marketing systems, franchising has become one of the most dominant. This is evidenced, in part, by the nearly one‐third of retail sales in 1973 that were through franchised retailers (US Department of Commerce, 1974). The success of the franchise form of distribution hinges upon franchisors and franchisees both contributing skills and resources, frequently however franchisees and franchisors become dissatisfied with the other's contributions and actions. This dis‐satisfaction in some cases leads to substantial friction. Although it is not clear that conflict (friction) will always decrease channel efficiency it is probably safe to assume that continued conflict would be dysfunctional in a franchise channel. It is therefore the purpose of this article to discuss and empirically test several propositions about the franchisee's satisfaction with his franchisor.

In their 2004 article "Evolving to a new dominant logic for marketing," Vargo and Lusch established the related principles that value is always co-created and, thus, firms cannot deliver value, but only develop compelling value propositions. This perspective is now known as "service-dominant (S-D) logic." Subsequent S-D logic work has suggested that value is not only always co-created; it also requires the integration of resources from multiple sources and thus is contextually contingent, since each instance of value creation involves the availability, integration, and use of a different combination of resources. This repositioning of value, from a static concept of something embedded in the output of a "producer" to be "consumed," to a dynamic concept of a co-created outcome in ever-changing, networked systems, can be seen throughout the manuscripts in this volume.

Retailing is the marketing institution with which consumers have the most immediate and frequent contact. As such, consumers should be concerned with how the behaviour and performance of retailers will impact on them. While the consumer may not be explicitly aware of it, the rate of return (RoR) on capital invested in retailing has both instantaneous and temporal impacts on consumer well‐being. When the RoR is high, relative to the cost of capital, retail prices are probably higher than they need be. However, this high RoR may persuade other investors (i.e. potential retailers) to enter the market, thereby eventually lowering prices and increasing product availability.

Retail trade, an essential component in any industrialised marketing system, has received relatively little attention on a macro level. Rather, the formal study of retail trade has been directed at helping retail managers improve the effectiveness of their decisions. Although such analysis is helpful to retail managers, it is of less use to government policy makers in formulating policy and to marketing academicians in their attempts to understand retailing on a broader level. If the retailing sector of the economy is to be better understood some major analytical questions which revolve around the productivity of retail trade must be answered. Importantly, the productivity of retail trade is not only of interest to government policy makers but also should be of interest to marketers because (1) the productivity of retailing is a significant component in influencing the cost of marketing goods, (2) as marketers we know almost nothing about the economic efficiency of retailing, and (3) it will give marketers the tools to help compare productivity in the retailing/marketing sectors of the economy to productivity in other sectors of the economy. The purpose of this paper is the estimation of a production function for department stores in the United States for the year 1972. During 1972, department store sales totalled $51·08 billion[l], comprising 11·1% of all retail sales. Only automobile dealerships, eating and drinking places, and food stores were a greater component of retail sales and only the latter employed more people. An understanding of one of the more important components of the US economy, retail trade, cannot occur in the absence of a thorough comprehension of its department store component (SIC 531).

The proposed framework sheds light on the fundamental role that value propositions play in service systems. Building on service-dominant logic from marketing and structuration theory from sociology, the authors theoretically link three service constructs: value propositions as invitations from actors to one another to engage in service, engagement as alignment of connections and dispositions, and service experience as many-to-many engagement. The proposed framework generates future research directions and theory development regarding the crucial role of value propositions in service systems; ultimately, it contributes to a deeper understanding of markets that is different than that which is guided by the standard neoclassical economics view of markets.

Value creation, both its nature and scope, can be better and more accurately understood by inverting six characteristics of goods-dominant logic, or what is also known as "old enterprise logic" or "neoclassical economics," into a service-dominant-informed perspective. These six inversions include (1) entrepreneurship and the view that value creation is an unfolding, emergent process seen as superordinate to management, (2) effectual processes understood as primary in relation to predictive processes and better for informing actors about the interactive, resource-integrating, collaborate nature of value creation, (3) marketing being fundamental to value creation and taking primacy over manufacturing, (4) innovation as more fundamental to, and descriptive of, value creation than invention, (5) a focus on effectiveness as captured by value in use and value in context for beneficial actors taking precedence over efficiency, which is inherently a firm-centric lens, and finally (6) the the predominant reliance on heuristics rather than rational, calculative decision making.

As one of its own foundational premises implies, the value of service-dominant (S-D) logic is necessarily in its open, collaborative effort. Thus, the authors invite and welcome both elaborative and critical viewpoints. Five recurring, contentious issues among collaborating scholars, as they attempt to understand the full nature and scope of S-D logic, are identified. These issues are clarified and refined, as is appropriate to this co-creation of a service-centric philosophy by the worldwide marketing community.