Choosing value-chain locations in marketing channels: Integrating service-dominant logic and product-form strategy perspectives

Mrinal Ghosh, Kellilynn M. Frias, Robert F Lusch

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

In this chapter the authors introduce a question of significant import to marketing managers: Where should their firm locate their offerings in the value chain? We term this concept as product-form strategies and using the service-dominant logic aver that the four principal product-form strategies, viz. sell intellectual know-how, sell intermediate components, sell final goods, or sell service solutions derived from the goods, are alternative ways in which firms can offer service to end-users. The authors first illustrate these product-form alternatives through a variety of examples and then draw on the literature in service-dominant logic and organizational economics to develop a framework that suggests the key underlying mechanisms that determine when and why firms choose one alternative product-form over another. Finally, the authors provide insights on how these choices impact marketing decisions throughout the value chain.

Original languageEnglish (US)
Title of host publicationHandbook of Research on Distribution Channels
PublisherEdward Elgar Publishing Ltd.
Pages9-29
Number of pages21
ISBN (Electronic)9780857938602
ISBN (Print)9780857938596
DOIs
StatePublished - Jan 1 2019

ASJC Scopus subject areas

  • Economics, Econometrics and Finance(all)
  • Business, Management and Accounting(all)

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