A service lens on value creation: Marketing's role in achieving strategic advantage

Lance A. Bettencourt, Robert F. Lusch, Stephen L. Vargo

Research output: Contribution to journalArticlepeer-review

66 Scopus citations

Abstract

Marketing needs a new mindset to fulfill its proper role in creating and sustaining strategic advantage. To extend its influence beyond the boundaries of current offerings, the firm, and conventional practice, marketing and markets must be viewed through a service lens. This lens allows marketing to take a lead role in assisting the enterprise to enable value co-creation by customers who have jobs to be done. This article offers four new premises to guide marketing thought and practice for achieving and sustaining strategic advantage.

Original languageEnglish (US)
Pages (from-to)44-66
Number of pages23
JournalCalifornia Management Review
Volume57
Issue number1
DOIs
StatePublished - Nov 1 2014

Keywords

  • Corporate Strategy
  • Innovation
  • Management Philosophy
  • Marketing
  • Strategic Planning
  • Value Creation

ASJC Scopus subject areas

  • Strategy and Management

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