A presente tese constitui-se numa proposta de contribuição teórica para a disciplina de marketing. Defende que, existe uma Assimetria de Conhecimento entre os polos da relação de troca/transação de pacotes de bens e serviços intensivos em conhecimento, na perspectiva da “Nova Lógica Dominante” de marketing, conforme Stephen Vargo e Robert Lusch. Deriva, por analogia, esta proposição hipotética da Teoria de Assimetria de Informações, da ciência econômica. Afirma a distinção ontológica entre informação e conhecimento, como justificativa para sua proposição. Apresenta conceitos instrumentais de Conhecimento e de Assimetria de Conhecimento, para apoiar os atos epistemológicos de ruptura e construção do objeto, de acordo com Gaston Bachelard e Pierre Bourdieu. Revisa as escolas de pensamento em marketing e os principais paradigmas da pesquisa na disciplina, discutindo a utilidade da proposta teórica para a pesquisa em cada um dos principais paradigmas. Sustenta a relevância da nova teoria para estudos acadêmicos, suas implicações gerenciais e sua importância para os agentes formuladores de políticas. / This thesis constitutes a proposal for a theoretical contribution to the discipline of marketing. It argues that a Knowledge Asymmetry exists between the poles of the exchange/transaction ratio of knowledge-intensive goods and services packages, from the perspective of the "New Dominant Logic" of marketing, according to Stephen Vargo and Robert Lusch. It derives, by analogy, this hypothetical proposition of the Theory of Information Asymmetry, from economic science. It affirms the ontological distinction between information and knowledge, as justification for its proposition. It introduces key concepts of Knowledge Asymmetry, to support the epistemological acts of rupture and construction of the object, according to Gaston Bachelard and Pierre Bourdieu. It reviews the schools of thought in marketing and the main research paradigms in the discipline, discussing the usefulness of the theoretical proposal for research in each of the main paradigms. It maintains the relevance of the new theory for academic studies, its management implications and its importance for policymakers. / La presente tesis se constituye en una propuesta de contribución teórica para la disciplina de marketing. Defiende que, existe una Asimetría de Conocimiento entre los polos de la relación de intercambio/transacción de paquetes de bienes y servicios intensivos en conocimiento, en la perspectiva de la “Nueva Lógica Dominante” de marketing, conforme Stephen Vargo y Robert Lusch. Deriva, por analogía, esta proposición hipotética de la Teoría de Asimetría de Informaciones, de la ciencia económica. Afirma la distinción ontológica entre información y conocimiento, como justificativa para su proposición. Presenta conceptos instrumentales de Conocimiento y de Asimetría de Conocimiento, para apoyar los actos epistemológicos de ruptura y construcción del objeto, de acuerdo con Gaston Bachelard y Pierre Bourdieu. Revisa las escuelas de pensamiento en marketing y los principales paradigmas de la investigación en la disciplina, discutiendo la utilidad de la propuesta teórica para la investigación en cada uno de los principales paradigmas. Sustenta la relevancia de la nueva teoría para estudios académicos, sus implicaciones gerenciales y su importancia para los agentes formuladores de políticas.

A presente tese constitui-se numa proposta de contribuição teórica para a disciplina de marketing. Defende que, existe uma Assimetria de Conhecimento entre os polos da relação de troca/transação de pacotes de bens e serviços intensivos em conhecimento, na perspectiva da “Nova Lógica Dominante” de marketing, conforme Stephen Vargo e Robert Lusch. Deriva, por analogia, esta proposição hipotética da Teoria de Assimetria de Informações, da ciência econômica. Afirma a distinção ontológica entre informação e conhecimento, como justificativa para sua proposição. Apresenta conceitos instrumentais de Conhecimento e de Assimetria de Conhecimento, para apoiar os atos epistemológicos de ruptura e construção do objeto, de acordo com Gaston Bachelard e Pierre Bourdieu. Revisa as escolas de pensamento em marketing e os principais paradigmas da pesquisa na disciplina, discutindo a utilidade da proposta teórica para a pesquisa em cada um dos principais paradigmas. Sustenta a relevância da nova teoria para estudos acadêmicos, suas implicações gerenciais e sua importância para os agentes formuladores de políticas. / This thesis constitutes a proposal for a theoretical contribution to the discipline of marketing. It argues that a Knowledge Asymmetry exists between the poles of the exchange/transaction ratio of knowledge-intensive goods and services packages, from the perspective of the "New Dominant Logic" of marketing, according to Stephen Vargo and Robert Lusch. It derives, by analogy, this hypothetical proposition of the Theory of Information Asymmetry, from economic science. It affirms the ontological distinction between information and knowledge, as justification for its proposition. It introduces key concepts of Knowledge Asymmetry, to support the epistemological acts of rupture and construction of the object, according to Gaston Bachelard and Pierre Bourdieu. It reviews the schools of thought in marketing and the main research paradigms in the discipline, discussing the usefulness of the theoretical proposal for research in each of the main paradigms. It maintains the relevance of the new theory for academic studies, its management implications and its importance for policymakers. / La presente tesis se constituye en una propuesta de contribución teórica para la disciplina de marketing. Defiende que, existe una Asimetría de Conocimiento entre los polos de la relación de intercambio/transacción de paquetes de bienes y servicios intensivos en conocimiento, en la perspectiva de la “Nueva Lógica Dominante” de marketing, conforme Stephen Vargo y Robert Lusch. Deriva, por analogía, esta proposición hipotética de la Teoría de Asimetría de Informaciones, de la ciencia económica. Afirma la distinción ontológica entre información y conocimiento, como justificativa para su proposición. Presenta conceptos instrumentales de Conocimiento y de Asimetría de Conocimiento, para apoyar los actos epistemológicos de ruptura y construcción del objeto, de acuerdo con Gaston Bachelard y Pierre Bourdieu. Revisa las escuelas de pensamiento en marketing y los principales paradigmas de la investigación en la disciplina, discutiendo la utilidad de la propuesta teórica para la investigación en cada uno de los principales paradigmas. Sustenta la relevancia de la nueva teoría para estudios académicos, sus implicaciones gerenciales y su importancia para los agentes formuladores de políticas.

Submitted by Neusa Fagundes (neusa.fagundes@unioeste.br) on 2018-08-24T11:44:01Z No. of bitstreams: 2 fabiana_carvalho2018.pdf: 1450288 bytes, checksum: 4d4d808cc99f79329a8073654da43c75 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) / Made available in DSpace on 2018-08-24T11:44:01Z (GMT). No. of bitstreams: 2 fabiana_carvalho2018.pdf: 1450288 bytes, checksum: 4d4d808cc99f79329a8073654da43c75 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Previous issue date: 2018-04-12 / The SD-Logic is an approach in which service is the basis of the system of exchanges. At the heart of this approach lies the assumption that value creation is established through interaction among companies, customers and other stakeholders. In this environment, companies are pressured to take a more participatory approach, which has been greatly facilitated by online communities hosted on social media. These platforms have assumed unprecedented importance for the communication among customers and organizations, whether they are commercial or not and are conducive channels to value co-creation. Since the SD-Logic perspective outweighs the traditional commodity exchange paradigm, the study analyzed the value co-creation in an online community of an internationally known nonprofit organization and its relationship towards community’s engagement and to the brand’s loyalty. The research took into account the representativeness of nonprofits organizations to society, and the broadening of the challenges to attract and retain volunteers. To reach the proposed goal, a survey was conducted with 534 community members. The collected data were analyzed using the structural equation modeling (SEM), with estimation of the Partial Least Squares - Path modelling (PLS-PM), through the tools offered by SmartPLS 3 software. The results supported the conceptual model of value co-creation in online communities of NPOs, indicating that community members base their value assessments on three elements: Experience, Interpersonal Interaction, and Social Relationships. These elements significantly explained the commitment towards the community and to the brand’s loyalty, validating the importance of this marketing strategy also in the NPO context. Theoretical and practical implications of these outcomes are discussed, as well as the limitations and indications for future researches. / A Lógica Dominante do Serviço (LDS) é uma abordagem na qual o serviço é a base do sistema de trocas. No cerne dessa abordagem, reside assunção de que a criação de valor é estabelecida por meio da interação entre empresas, clientes e demais stakeholders. Nesse ambiente, as empresas são pressionadas a realizar uma abordagem mais participativa, que tem sido amplamente facilitada pelas comunidades online hospedadas nas mídias sociais. Essas plataformas têm assumindo uma importância sem precedentes para a comunicação entre clientes e organizações, sejam elas comerciais ou não, e constituem canais propícios à cocriação de valor. Uma vez que a perspectiva da LDS supera o paradigma tradicional que se baseava na troca de mercadorias, o estudo analisou a cocriação de valor na comunidade online de uma organização sem fins lucrativos (OSFL) internacionalmente conhecida, e a relação da cocriação com o comprometimento com a comunidade e com a lealdade à marca. A pesquisa levou em consideração a representatividade das organizações sem fins lucrativos para a sociedade, e a ampliação dos desafios para atrair e manter voluntários. Para atingir o objetivo proposto, foi realizado um survey com 534 membros da comunidade. Os dados coletados foram analisados empregando-se a modelagem de equações estruturais (Structural Equation Models - SEM), com estimação dos “Mínimos Quadrados Parciais” (PLS-PM), por meio das ferramentas oferecidas pelo software SmartPLS 3. Os resultados apoiaram o modelo conceitual de cocriação de valor em comunidades online de OSFL’s, indicando que os membros da comunidade baseiam suas avaliações de valor em três elementos: Experiência, Interação Interpessoal e Relações Sociais. Esses elementos explicaram, significativamente, o comprometimento com a comunidade e a lealdade à marca, validando a importância dessa estratégia de marketing também no contexto OSFL’s. As implicações teóricas e práticas desses resultados são discutidas, bem como as limitações e indicações para futuras pesquisas.

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Why do individuals derive different value when working remotely using Enterprise Collaboration Systems during Covid-19? This mixed methodology research used a Service-Dominant Logic lens and undertook a literature review, qualitative interviews and a quantitative survey to identify the characteristics and variables that impacted perceived value for individual Australian Actors. To assist future studies it also developed an equivalency model of value and the desire to work remotely. The research found the strongest predictive variable is the suitability of the workspace, followed by a list of a dozen significant variables. By knowing these variables and their predictive weights, Actors can adjust them to optimise the value derived from working remotely through ECSs.

Bücherlesen und -kaufen gehören bei vielen Deutschen nach wie vor zum Leben dazu. Durch den wiederholten Kontakt mit Büchern in verschiedenen Kontexten werden Handlungsweisen gelernt, Erwartungen gebildet und Bücher in andere Tätigkeiten im Alltag integriert. Anbieter, die Bücher bereitstellen, können sich diese Buchbeziehung zunutze machen, indem sie das Design und die Weiterentwicklung ihrer Angebote auf Erwartungen und Aktivitäten von Buchlesern abstimmen. Das vorliegende Werk stellt als eine Umsetzungshilfe das Konzept der Bereitstellungsqualität von Büchern vor und empfiehlt die Analyse des Kundenverhaltens aus Sicht der Tätigkeitstheorie und der Customer-Dominant Logic. Zur empirischen Prüfung dient die Auswertung von Kundenkommentaren zweier Vermietungsangebote von E-Books.

I takt med den ökade globaliseringen har konkurrensen tilltagit på marknaden och påverkat förutsättningarna för de traditionella tillverkningsföretagen. Att utöver produkter sälja tjänster har blivit ett vanligt sätt att differentiera sig från andra aktörer och höja det värde som erbjuds mot kunderna. Denna lösning kallas tjänstefiering och är en växande trend inom tillverkningsindustrin.  Syftet med denna studie är att identifiera vad som är av vikt att fokusera på för företag som tillverkar konsumtionsvaror vid utformning av tjänstefierade erbjudanden till restauranger. Genom att samla in material har vi utformat praktiska rekommendationer till företag som tillverkar konsumtionsvaror kring vad som är av vikt att tänka på vid tjänstefiering. Tidigare forskning inom tjänstefiering har utförts främst i en kapitalvarukontext, detta trots att det visat sig både i praktik och teori att tjänstefiering är lönsamt även för andra typer av tillverkningsföretag. Forskningen har även främst utförts ur ett företagsperspektiv, trots att kundens viktiga roll i tjänstefiering är vida känt. Litteraturområdet som belyser tjänstefiering kopplat till konsumtionsvaror ur ett kundperspektiv anses därav vara begränsat. Studien har därför utförts i en restaurangkontext då restauranger köper in olika typer av konsumtionsvaror vilket ansågs bidra till en bredd i studien. För att undersöka detta område har studien därför haft för avsikt att besvara frågeställningen: Vad värdesätter restauranger vid utformning av tjänstefierade erbjudanden av konsumtionsvaror? För att besvara denna fråga har vi genomfört sju kvalitativa intervjuer med personer som arbetar på olika restauranger med en sådan position att de har insyn kring köp av tjänstefierade erbjudanden. Inför intervjuerna skapade vi en teoretisk referensram med relevant forskning för vår studie gällande tjänstefiering och kundvärde. Referensramen har sedan använts som stöd vid utformning av intervjuguiden som använts vid genomförandet av intervjuerna samt använts vid analys av den insamlade datan.  Resultatet från studien visar att restauranger värdesätter flera faktorer vid utformning av tjänstefierade erbjudanden av konsumtionsvaror från alla dimensioner av kundvärdet. Relationer och den personliga kontakten, möjlighet till att påverka erbjudandet och delta i utvecklingen samt ekonomi visade sig vara värdeskapande aspekter där den personliga kontakten var något som visade sig vara en avgörande faktor för restaurangerna.

The amount of people in Sweden who were made redundant during the corona pandemic exceeds both the Swedish financial crisis in 1990 and the global financial crisis in 2008.  The negative economic development led to more pressure on people to work harder and perform better in order for their firm to survive. The purpose of this thesis was to explore if and how the value creation process between service providers and their customers, from a business perspective, had been influenced by the corona pandemic.  A conceptual model based on service-logic was created to shed light on potential disruptions affecting the value creation. Empirical data was collected through qualitative approach using semi-structured interviews with sales-associates employed by a mobile-operator firm in Sweden. Findings resulted in five main insights of disruptions that impact the provider and its value-creation with its customers. These include managerial decisions, unreasonable goal-setting, social distancing, new provider-customer frictions and foot-traffic, which all stemmed from decisions taken by the firm and government restrictions.   This dissertation has contributed to additional insights in how the service-logic and its various concepts regarding value creation, from a firm’s perspective, is affected during a major crisis. The difficulties experienced by sales-associates during the corona pandemic is two-fold. The sales-associates have to adhere to decisions made by the firm which often leads to more pressure to perform, and the restrictions implemented by governments leads to poor conditions for creating customer-relationships in turn. These conditions impact the firm’s ability to facilitate and co-create value with its customers.

Samtidigt som fokuset på hållbarhetsarbete inom organisationer har ökat, har det även resulterat i frågor om hur företag skapar ett hållbart värde. Hållbarhet har definierats utifrån tre grundpelare: miljömässig-, ekonomisk- och socialhållbarhet. Inom tjänsteteori har intresset för hållbarhetsteorier ökat, men relationen mellan dessa områden är relativt outforskade. Detta är förvånansvärt då många organisationer är beroende av hållbart värdeskapande. Således är syftet med studien att alstra förståelse för hur aktörer skapar värden inom ett hållbart tjänsteekosystem. Studien utgår från ett makroperspektiv eftersom viktiga implikationer för värdeskapande kan upptäckas då hållbarhet genererar värde för flera aktörer. Det teoretiska ramverket omfattar tre delar; teori om tjänsteekosystem, hållbarhet och en sammanföring mellan dessa områden. Eftersom värdeskapande inom hållbara tjänsteekosystem är relativt outforskat valdes en kvalitativ och explorativ ansats för att undersöka hur hållbart arbete inom ett tjänsteekosystem bidrar till att skapa värde.  Analysen förankras i nio semistrukturerade intervjuer som genomfördes med respondenter från olika organisationer som tillhörde företagsklustret Paper Province. Intervjuerna kombineras med teori för att skapa en koppling mellan ett empiriskt fall och teori. Deltagande respondenter hade hög befattning inom respektive organisation, vilket var viktigt för att förstå organisationens struktur. Studien visar att hållbarhet inte bara ligger till grund för organisationers värdeskapande logik utan även skapar en grund för arbetsstrukturer. Genom att utgå från tjänstedominant logik ger analysen ett nytt sätt att se på hållbara aktörers värdeskapande. Inom det hållbara tjänsteekosystemet skapar aktörer förutsättningar för ett högre samhällsvärde till följd av hållbar resursintegration. / At the same time as the focus on sustainability work within organizations has increased, it has also resulted in questions about how companies create sustainable value. Sustainability has been defined based on three pillars: environmental, economic, and social sustainability. In service theory, interest in sustainability theories has increased, but the relationship between these areas is relatively unexplored. This is surprising as many organizations are dependent on sustainable value creation. Thus, the study aims to generate an understanding of how actors create value within a sustainable service ecosystem. The study is based on a macro perspective because important implications for value creation can be discovered as sustainability generates value for several actors. The theoretical framework comprises three parts; theory of service ecosystems, sustainability, and a merger between these areas. Since value creation in sustainable service ecosystems is relatively unexplored, a qualitative and exploratory approach was chosen to investigate how sustainable work in a service ecosystem contributes to creating value.  The analysis is anchored in nine semi-structured interviews conducted with respondents from various organizations that belonged to the Paper Province cluster. The interviews are combined with theory to create a connection between an empirical case and theory. Participating respondents held senior positions within each organization, which was important for understanding the organization's structure. The study shows that sustainability forms the basis for organizations' value-creating logic and creates a basis for work structures. Based on service-dominant logic, the analysis provides a new way of looking at sustainable players' value creation. Within the sustainable service ecosystem, actors create conditions for a higher societal value because of sustainable resource integration.

This work offers a framework for researchers by linking service-dominant (S-D) logic to an intersubjective stream of philosophy of science. Service-dominant logic has resonated in marketing, but no existing research has attempted to link S-D logic with basic meta-theory to provide a framework. Since the range of philosophies of science (isms) referred to in the marketing literature is broad, varying from ‘realism’ to ‘relativism’, from ‘positivism’ to ‘constructivism’ and from ‘structuralism’ to ‘post-structuralism/postmodernism’, first the different isms are grouped into four main groups/streams and then S-D logic is analyzed and classified according to these streams. The four streams are: object-orientation (realism, positivism, empiricism, and so on); subject orientation (constructivism, interpretivism, and so forth); intersubjective orientation (social constructionism, pancritical rationalism, methodological constructivism, and so on); and sign orientation (post-structuralism, postmodernism, and variations). S-D logic is mainly underpinned by an intersubjective orientation and has a huge potential for further development both in and for marketing if seen from a sign-orientated, post-structural perspective and linked to the theory of practices.