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[ES] Este trabajo trata de profundizar en la comprensión del concepto de marketing interno (MI), considerado como un recurso operante desde la óptica de la Lógica Dominante del Servicio (LDS), así como en su influencia en la obtención de resultados empresariales superiores a los de la competencia. Para ello, se examina el efecto del MI en la predisposición de las empresas analizadas a que sus clientes y empleados de primera línea participen en el desarrollo de innovaciones de servicio, ampliando de este modo, de acuerdo con la LDS, las oportunidades de co-creación de valor disponibles para las organizaciones. Para contrastar las hipótesis planteadas se aplica un análisis de ecuaciones estructurales a la información facilitada por los gerentes de 240 hoteles de una muestra de ámbito nacional., Los resultados obtenidos permiten concluir que aquellas empresas hoteleras que aplican en mayor medida una estrategia de MI están más predispuestas a la co-creación de innovaciones con sus clientes y empleados de primera línea. Por su parte, estas subculturas favorecen la consecución de mejores resultados de las empresas hoteleras a largo plazo, en relación a sus competidores, tanto con sus clientes, como en indicadores financieros y de mercado., [EN] This research seeks to achieve a deeper understanding of the Internal Marketing (IM) concept, considered as an operant resource, according to the Service Dominant Logic (SDL) theory, as well as to analyze the IM contribution to the achievement of competitive advantage. To this end, the research examines the IM effect on the organizations’ predisposition to involve their clients and first-line employees in the development of new services, widening in this way the opportunities for value co-creation, again from a SDL viewpoint. The conceptual model is tested on a 240 national sample of hotels using structural equations modelling., The results support that those firms more involved in IM practices are also more willing to co-develop new services with their customers and first-line employees, which ultimately improve in a sustained way customer-related performance and overall firm’s performance.

This research note is an exploration into the implications of an emerging school of marketing thought, service dominant logic (SDL), may have on the marketing/entrepreneurship interface. First, SDL is discussed from a marketing perspective, then SDL and the traditional goods dominant logic of marketing are compared with respect to how they may impact a firm’s entrepreneurial processes. Finally, a set of research implications for SDL at the marketing/entrepreneurship interface is offered.

Purpose: A widespread narrative is that consumers are empowered, a condition attained from technology. Empirical results have been mixed. Despite a growing interest in consumer power, service dominant logic only addresses agency, not power. The current paper reviews how SD-logic can accommodate power. Design/methodology/approach: A conceptual paper Findings: Different conceptions of power are reviewed, amongst which discursive power is argued as the most compatible with SD-logic. The relationship between agency, power and the institutional context is discussed. Power is then argued as accessed at three levels: macro, meso and micro. Originality/value: The paper demonstrates how SD-logic can incorporate discursive notions of power. Three concepts of resourceness are developed: resource assets, resource deficits and resource compensation. Seven propositions are put forward., QCR 20191004

Purpose: A widespread narrative is that consumers are empowered, a condition attained from technology. Empirical results have been mixed. Despite a growing interest in consumer power, service dominant logic only addresses agency, not power. The current paper reviews how SD-logic can accommodate power. Design/methodology/approach: A conceptual paper Findings: Different conceptions of power are reviewed, amongst which discursive power is argued as the most compatible with SD-logic. The relationship between agency, power and the institutional context is discussed. Power is then argued as accessed at three levels: macro, meso and micro. Originality/value: The paper demonstrates how SD-logic can incorporate discursive notions of power. Three concepts of resourceness are developed: resource assets, resource deficits and resource compensation. Seven propositions are put forward., QCR 20191004

Purpose: A widespread narrative is that consumers are empowered, a condition attained from technology. Empirical results have been mixed. Despite a growing interest in consumer power, service dominant logic only addresses agency, not power. The current paper reviews how SD-logic can accommodate power. Design/methodology/approach: A conceptual paper Findings: Different conceptions of power are reviewed, amongst which discursive power is argued as the most compatible with SD-logic. The relationship between agency, power and the institutional context is discussed. Power is then argued as accessed at three levels: macro, meso and micro. Originality/value: The paper demonstrates how SD-logic can incorporate discursive notions of power. Three concepts of resourceness are developed: resource assets, resource deficits and resource compensation. Seven propositions are put forward., QCR 20191004

Standing, S., Standing, C. (2015). Service value exchange in B2B electronic marketplaces in Journal of Business and Industrial Marketing, 30(6), 723-732. Available here.

With the rise of technology and changing customer culture and trend, in order for the highly regulated service firm to gain a sustained competitive advantage, the firm needs to be able to innovate and create better product or service offering that not contradicted with the regulation. To understand the strategy of highly regulated service firm to achieve sustained competitive advantage the internal resources and capabilities are analyzed through Resource-Based View, then examine the firm orientation and value co-creation process using Service Dominant Logic. Highly regulated service firm will be represented by Indonesian airport company which is PT Angkasa Pura I (Persero), then, the two theories are integrated in order for the firm to be able to gain the sustained competitive advantage. Based on the firm internal source of competitive advantage the strategic location and human capital are the sources of sustained competitive advantage for the airport and it allows the airport to collaboratively working with the passengers to create value.

Purpose: A widespread narrative is that consumers are empowered, a condition attained from technology. Empirical results have been mixed. Despite a growing interest in consumer power, service dominant logic only addresses agency, not power. The current paper reviews how SD-logic can accommodate power. Design/methodology/approach: A conceptual paper Findings: Different conceptions of power are reviewed, amongst which discursive power is argued as the most compatible with SD-logic. The relationship between agency, power and the institutional context is discussed. Power is then argued as accessed at three levels: macro, meso and micro. Originality/value: The paper demonstrates how SD-logic can incorporate discursive notions of power. Three concepts of resourceness are developed: resource assets, resource deficits and resource compensation. Seven propositions are put forward., QCR 20191004

Purpose: A widespread narrative is that consumers are empowered, a condition attained from technology. Empirical results have been mixed. Despite a growing interest in consumer power, service dominant logic only addresses agency, not power. The current paper reviews how SD-logic can accommodate power. Design/methodology/approach: A conceptual paper Findings: Different conceptions of power are reviewed, amongst which discursive power is argued as the most compatible with SD-logic. The relationship between agency, power and the institutional context is discussed. Power is then argued as accessed at three levels: macro, meso and micro. Originality/value: The paper demonstrates how SD-logic can incorporate discursive notions of power. Three concepts of resourceness are developed: resource assets, resource deficits and resource compensation. Seven propositions are put forward., QCR 20191004