It's all B2B...and beyond: Toward a systems perspective of the market

Stephen L. Vargo, Robert F Lusch

Research output: Contribution to journalArticle

549 Citations (Scopus)

Abstract

The delineation of B2B from 'mainstream' marketing reflects the limitations of the traditional, goods-dominant (G-D) model of exchange and a conceptualization of value creation based on the 'producer' versus 'consumer' divide. Service-dominant (S-D) logic broadens the perspective of exchange and value creation and implies that all social and economic actors engaged in exchange (e.g., firms, customers, etc.) are service-providing, value-creating enterprises; thus, in this sense, all exchange can be considered B2B. From this perspective, the contributions of B2B marketing (and other sub-disciplines) can be seen as applicable to 'mainstream' marketing. This generic, actor-to-actor (A2A) orientation, in turn, points toward a dynamic, networked and systems orientation to value creation. This article discusses this systems-oriented framework and elaborates the steps necessary for developing it further into a general theory of the market, informed by the marketing sub-disciplines, marketing practices, and disciplines external to marketing.

Original languageEnglish (US)
Pages (from-to)181-187
Number of pages7
JournalIndustrial Marketing Management
Volume40
Issue number2
DOIs
StatePublished - Feb 2011

Fingerprint

Systems perspective
Marketing
Value creation
Service value
Marketing practices
Conceptualization
Economics
Service-dominant logic
General theory

Keywords

  • A2A
  • B2B
  • Co-creation
  • Service systems
  • Service-dominant logic

ASJC Scopus subject areas

  • Marketing

Cite this

It's all B2B...and beyond : Toward a systems perspective of the market. / Vargo, Stephen L.; Lusch, Robert F.

In: Industrial Marketing Management, Vol. 40, No. 2, 02.2011, p. 181-187.

Research output: Contribution to journalArticle

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