Abstract
The purpose of this cumulative dissertation is to introduce service, conceptualized by service-dominant logic, as a new explanatory framework to improve the understanding of sustainable development. Sustainability is a megatrend that challenges business and marketers to act upon and respond to global social and environmental problems. Even after over more than five decades of research related to sustainability there is a gap in the transformation to sustainable development of firms and society in large. Specifically, there appears to be a significant gap between sustainable awareness and the actual sustainable behavior of actors and organizations. A systematic approach to the topic of greenwashing is provided, including relevant approaches for its avoidance. Furthermore, the dissertation urges the need of a systematic and more general theoretic framework to connect marketing as a social science with sustainable development instead of fragmenting marketing in sub-disciplines (e.g., sustainable marketing, societal marketing, marketing ethics, etc.). S-D logic is proposed as model of marketing covering three dichotomies: (1) micro/macro, (2) positive (questioning what is?) / normative (questioning what ought to be), and (3) profit sector/nonprofit sector. S-D logic´s narrative is the continuing story of actors interacting, resource integrating and exchanging service, and co-creating value through service ecosystems, governed and evaluated through their institutional arrangements. Though with regards to sustainable development the reflection on conceptualizing value co-destruction is critical. For instance, through the value co-creation process negative value might be created for one actor, both actors, third parties, society, or nature. A strong conceptual link between the process of co-creation of value and the process of value co destruction is ascertainable in the sense of contra indication. In addition, the findings of a literature review indicate that further attention should be paid to imbalance, conflict and power relations between actors and the service ecosystem. Furthermore, the concept of service is extended beyond the human-created phenomenon, by observing that ecosystem services exist in the natural world. A change of perspective on nature is proposed to see nature no longer as a source of resource or a simple resource but as a services provider. Thus, the underlying human-nature relationships may improve.:Abstract III
I Table of contents IV
II List of Publications: VI
III List of Figures VII
IV List of Tables VIII
1 General Introduction 1
1.1 Purpose and scope 1
1.2 Theoretical introduction 3
1.2.1 Reason for a new theoretical framework for sustainable development 4
1.2.2 Service as the underlying process for sustainable development 7
1.2.3 S-D logic´s evolvement to a concept of service ecosystem 9
1.2.4 Conceptualizing value co-destruction 11
1.3 Structure of the dissertation 22
1.4 General Summary 24
1.4.1 Summarizing the implications of S-D logic and sustainable development 24
1.4.2 Outlook on general future research for evolving S-D logic in the field of sustainable development 26
1.4.2.1 Creation of value and well-being through fast, sacrifice, or renouncement 27
1.4.2.2 Improve the understanding for micro-macro paradox 27
1.4.2.3 Extension of the human-centric S-D logic to a more general service concept 28
1.4.2.4 Conceptualization of power relations in a service ecosystem 28
1.4.2.5 Pursuing the idea of destructive co-creation of value 30
2 Die normative Ordnung der service-dominierten Logik für ein komplexes Wertnetzwerk–ein innovativer Weg zu mehr Nachhaltigkeit? 32
2.1 Einführung 32
2.2 Das Triple-Bottom-Line-Konzept 34
2.3 Die S-D Logik und die Chance zur normativen Ordnung eines komplexen Wertnetzwerks für mehr Nachhaltigkeit 40
2.3.1 Verbesserung der normativen Ordnung für ein innovatives Nachhaltigkeitskonzept 40
2.3.2 Normative Ordnung im sozialen Raum 42
2.3.3 Einführung in die S-D Logik 44
2.3.4 S-D Logik und nachhaltige Entwicklung 49
2.4 Zusammenfassung und Ausblick 53
3 Avoiding Greenwashing in Event Marketing: An Exploration of Concepts, Literature and Methods 56
3.1 Introduction 57
3.2 Literature review 59
3.2.1 Characteristics of greenwashing in event marketing 59
3.2.2 Current approaches to avoid greenwashing in event marketing 61
3.2.2.1 Identifying greenwashing and its impacts through measurement 63
3.2.2.2 Developing and applying internal rules 65
3.2.2.3 Creating a (multi-)stakeholder approach 66
3.2.2.4 Realignment according to laws and statutory regulations 68
3.2.2.5 Applying eco-labelling 69
3.3 Discussion, implications and further research 73
3.3.1 Discussion 73
3.3.2 Theoretical contributions and practical implications 75
3.3.3 Limitations and future research 78
4 Service Dominant Logic as a New Fundamental Framework for Analyzing Event Sustainability: A Case Study from the German Meetings Industry 80
4.1 Introduction 80
4.2 Literature review 84
4.2.1 S-D Logic as a new approach for the sustainable development of events 84
4.2.2 Events and the Service Dominant logic 84
4.3 S-D Logic and (event) sustainability 89
4.4 Case study 92
4.4.1 Case study context 92
4.4.2 Data collection 93
4.4.3 Data analysis 94
4.4.4 Findings 95
4.4.4.1 Micro level 96
4.4.4.2 Meso level 99
4.4.4.3 Macro level 102
4.5 Discussion 106
4.5.1 Theoretical contributions 109
4.5.2 Practical implications 110
4.5.3 Limitations and future research 111
References 114
Darstellung des wissenschaftlichen Werdegangs 137
Selbständigkeitserklärung 139
Bibliographische Darstellung 140
| Identifer | oai:union.ndltd.org:DRESDEN/oai:qucosa:de:qucosa:74257 |
| Date | 29 March 2021 |
| Creators | Hogg, Johannes |
| Contributors | Universität Leipzig |
| Source Sets | Hochschulschriftenserver (HSSS) der SLUB Dresden |
| Language | English |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, doc-type:doctoralThesis, info:eu-repo/semantics/doctoralThesis, doc-type:Text |
| Rights | info:eu-repo/semantics/openAccess |
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