Consumer dominant value creation: a theoretical response to the recent call for a consumer dominant logic for marketing

Anker, T. , Sparks, L., Moutinho, L. and Grönroos, C. (2015) Consumer dominant value creation: a theoretical response to the recent call for a consumer dominant logic for marketing. European Journal of Marketing, 49(3/4), pp. 532-560. (doi: 10.1108/EJM-09-2013-0518)

Abstract

Purpose: This paper discusses consumer driven value creation (value-in-use) across three different marketing logics: product dominant logic (PDL), service dominant logic (SDL) and consumer dominant logic (CDL). PDL conceptualises value as created by firms and delivered to consumers through products. SDL frames consumer value as a function of direct provider-consumer interaction, or consumer driven chains of action indirectly facilitated by the provider. Recently the research focus has been turning to consumer dominant value creation. While there is agreement on the significance of this phenomenon, there is disagreement over whether consumer dominant value creation is an extension of SDL or calls for a distinct CDL. The purpose of this paper is to provide an analysis of the ontological and semantic foundations of consumer dominant value creation to clarify the extent to which the call for a distinct CDL is justified. Approach: This is a conceptual paper, which is informed by five cases of consumer dominance. The cases are used to clarify rather than verify the analysis of the ontological and semantic underpinnings of consumer dominant value creation. Findings: The ontological and semantic analysis demonstrates that PDL and SDL have insufficient explanatory power to accommodate substantial aspects of consumer dominant value creation. By implication, this supports the call for a distinct CDL. Originality: This paper contributes to the ongoing theoretical debate over the explanatory power of SDL by demonstrating that SDL is unable to accommodate important ontological and semantic aspects of consumer driven value creation.

• Item Type: Articles
• Keywords: Marketing logics, consumer value, product dominant logic, service dominant logic, consumer dominant logic.
• Status: Published
• Refereed: Yes
• Glasgow Author(s) Enlighten ID: Moutinho, Professor Luiz and Anker, Dr Thomas
• Authors: Anker, T., Sparks, L., Moutinho, L., and Grönroos, C.
• Subjects: H Social Sciences > H Social Sciences (General)
• College/School: College of Social Sciences > Adam Smith Business School > Management
• Journal Name: European Journal of Marketing
• Publisher: Emerald Group Publishing Limited
• ISSN: 0309-0566
• ISSN (Online): 1758-7123
• Copyright Holders: Copyright © 2015 Emerald Group Publishing
• First Published: First published in European Journal of Marketing 49(3/4):532-560
• Publisher Policy: Reproduced in accordance with the copyright policy of the publisher.