a service-dominant logic prospective to retail innovation

7/21/2019 A Service-dominant Logic prospective to Retail Innovation

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Ecrsc bf ahur`h fd Rrhb` Ihro`tfdm ` Utrht`mf` Ecii`refhaf

R`sf bf Ahur`h Up`efhafstfeh

H U@ZWFE@-BCIFDHDR ACMFE

\ZCU\@ERFW@ RC Z@RHFA FDDCWHRFCD

Z`ahtcr`;

En.ic \rcg. @bchrbc Uhjjhbfd

Ahur`hdbc;

Ufrc B`sercvf

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:


3/78

Rhja` cg Ecdt`dt

- \r`ghzfcd`

- Fdtrcbuetfcd

8 U`rvfe`

8.8 Rhfacrfdm h gftt`b b`gfdftfcd gcr U`rvfe`

8.8.8 Rn` Mccb-Bcifdhdt hpprchen

8.8.: FNF\ grhi`

8.8.5 Grci vhau` ec-prcbuetfcd tc vhau` ec-er`htfcd

8.: U`rvfe` Uef`de` tnrcumn tfi` hdb sphe`

8.5 U`rvfe`-Bcifdhdt Acmfe; h d`w ifdbs`t tc acco ht scefha hdbècdcife `xenhdm` pn`dci`dh

8.5.8 Hd `vcavfdm se`dhrfc

8.5.: H d`w b`gfdftfcd cg U`rvfe`, hdb tn` 8< G\s cg tn` U`rvfe`-Bcifdhdt Acmfe

8.5.5 Ecdeausfcd

: Z`thfa Fddcvhtfcd

:.8 Z`thfafdm tnrcumn tfi`:.: Fddcvhtfcd Rn`crf`s tnrcumn tfi`

:.:.8 Rn` ]n`à cg Z`thfafdm

:.:.: Rn` Z`thfa Heecrbfcd

:.:.5 Rn` Z`thfa Afg` Eyea`

:.:.2 Rn` Jfm Ifbba`

:.:.0 Bfgg`r`dt A`vàs cg Z`thfa Fddcvhtfcd

:.5 Rn` \yrhifb cg Fddcvhtfcd

5 H d`w Grhi`wcro gcr Z`thfa Fddcvhtfcd

5.8 Ecdtfdufdm Fddcvhtfcd

5.: Rn` U`rvfe`-bcifdhdt acmfe br`ss`b up wftn r`thfa fddcvhtfcd

5.:.8 Fipaf`s gcr r`thfa`rs hdb sencahrs

5.5 Ecdeausfcds

Z`g`r`de`s

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2


5/78

- \r`ghzfcd`

Ihreà \rcust d` Haah rfe`reh bà tìpc p`rbutc, scst`d`vh en` Fa v`rc vfhmmfc bf secp`rth dcd

ecdsfst` dà e`rehr` ducv` t`rr`, ih dàahv`r` ducvf ceenf. Fc bh sìpr` er`bc en` ah er`sefth

p`rscdha` ` prcg`ssfcdha` rfsf`bh bf`trc ah ecdshp`vca`zzh bàa` ecs` ` acss`rvhzfcd` bàa`

st`ss` bh bfv`rsf pudtf bf vfsth, ha gfd` bf pct`rd` ecipf`r` udhdhafsf sìpr` pf hvvcam`dt` `

rfusefr` h secrm`r` cmdf b`tthmafc en` a` ehrhtt`rfzzh.

Ecd qu`stc spfrftc budqu`, nc vcautc hggrcdthr` qu`sth t`sf bf ahur`h ihmfstrha`, ` mrhzf` ha

suppcrtc eurfcsc ` stficahdt` bà prcg. @bchrbc Uhjjhbfd, nc vcautc prcvhr` hb css`rvhr` ud

g`dci`dc enfhv` bà r`thfa scttc ud bfv`rsc pudtc bf vfsth.Fa tìh prfdefpha` afddcvhzfcd` bf r`thfa. Anc seàtc p`ren afddcvhzfcd` ud pc ud

icbc bf muhrbhr` ha guturc, bf sgfbhr` s` st`ssf, bf hbhtthrsf ha ehijfhi`dtc. Bhrwfd st`ssc ef

bfe` en` dcd scprhvvfv` fa pf gcrt` c fa pf fdtàafm`dt`, ih enf sf hbhtth pf vàceì`dt` ha

ehijfhi`dtc, ` qufdbf èec p`ren thdtc hicr` ` phssfcd` bf`trc afddcvhzfcd`, p`r fa guturc,

p`r ud s`dsc bf scprhvvfv`dzh, fdt`sh eci` bàah spèf` (dà ehsc bf Bhrwfd), ih hden` bf

i`rehtc, ecip`tftfvh ` dcd scac.

Fddcvhzfcd` dcd tuttc p`r, bf r`thfa, udc spèfgfec rhic bà ihro`tfdm, bà quha` nc bèfscbf stubfhr` a` bfv`rs` bfdhifen` ` spèfhafzzhrif fd qu`sth ahur`h spèfhafstfeh bf trhb`

ihro`tfdm ` strht`mf` ecii`refhaf en` crihf vcam` ha t`rifd`. Fa r`thfa p`ren fa pudtc bf

ecdthttc trh tuttc ef en` vf`d` `gg`ttuhtc prfih, h icdt`, rfsuathtc bf rfe`ren`, fdbhmfdf,

`sp`rfi`dtf, `b fa i`rehtc; v`rc ` purc jhdec bf prcvh, mfubfe` bàafdtufzfcd` ` bf quhdtc ghttc,

ih hden` pcdt` trh jfscmdf `b fa acrc scbbfsghefi`dtc, pudtc bf ecdthttc trh bu` icdbf thdtc

bfsthdtf, quhdtc vfefdf.

Ac secpc bf qu`sth t`sf budqu`, quàac bf prcvhr` h bhr` ud ehijfc bf prcsp`ttfvhhaafddcvhzfcd` bf r`thfa httrhv`rsc ahbhtthi`dtc bf udh acmfeh bf s`rvfzfc.

Afddcvhzfcd` bh sìpr` fdghttf sthth stubfhth httrhv`rsc afddcvhzfcd` bf prcbcttc, bha

ici`dtc en` f stubf suaaècdcifh icb`rdh dhsecdc ecd ah rfvcauzfcd` fdbustrfha`, hvv`duth

dcd thdtc suf s`rvfzf, ih suf prcbcttf. Xu`stc nh pcrthtc hb fdt`rpr`thr` ` ràhzfcdhrsf

haafddcvhzfcd`, fdbfp`db`dtì`dt` s` `ssh gcss` bf prcbcttc c bf s`rvfzfc, `b haaècdcifh

m`d`rha`, fd udcttfeh prcbcttc e`dtrfeh.

0


6/78

Ah sgfbh budqu`, sth dàacss`rvhr` fddhdzftuttc s` sf pu phrahr` bf ud ehijfhi`dtc bf

phrhbfmih m`d`rha` fd t`rifdf ècdcifef, phsshdbc qufdbf bh udc stubfc prcbcttc e`dtrfec hb

udc s`rvfzfc e`dtrfec, shavc pcf ehpfr` s` dà r`thfa, ` pf prèfshi`dt` dàafddcvhzfcd` bf

r`thfa, qu`stf icbàaf pcsshdc `ss`r` fipaì`dthtf, gcrdfr` udh ec`r`dt` `b fddcvhtfvh enfhv` bf

a`tturh, ` qufdbf pcrthr` vhacr` ha icdbc heehbìfec ` ihdhm`rfha` bf r`thfa httrhv`rsc ud

ehijfhi`dtc bà pudtc bcss`rvhzfcd` en` pcssh hprfr` uat`rfcrf ghsf bf rfe`reh `b hdhafsf fd

guturc.

Pd uat`rfcr` àì`dtc en` if gh pfhe`r` scttcafd`hr` ah seàth stfafstfeh ` afdmufstfeh

bàah t`sf.

@ssh sthth r`bhtth eci` ud ecde`ptuha php`r fd afdmuh fdma`s`.

Ah gcrih bà ecde`ptuha php`r `se` ud pc bhaa` acmfen` httuhaf en` v`bcdc ac stubfc bàa`

prhetfe` eci` gcdt` fdfzfha` bf rfe`reh, ih phrt` bh udh rfvfsfthzfcd` ecde`ttuha` b`f tìf

s`rvfzfc ` fddcvhzfcd` bf r`thfa, ha gfd` bf pct`r ecds`mdhr` ha a`ttcr` ud àhjcrhtc en` sf hbhttf

haa` ecdbfzfcdf httuhaf ` gutur`, ih en` dcd d` bfp`dbh, ha gfd` bf prcburr` ud ahvcrc en` dcd

`shurfseh ah prcprfh utfaft ha ehijfhr` bàa` icb` c b`f ecstuif.

Afdma`s` fdvè` sthtc pr`g`rftc haafthafhdc, dcdcsthdt` ah ahur`h sfh fd afdmuh fthafhdh, fa

bfjhttftc euaturha` p`r t`d`r` vfvh ah prcprfh afdmuh dhtfh `b udh ihmmfcr ghefaft bf utfafzzc bh

phrt` bf enf serfv`, p`ren er`bc en` ah rfe`reh b`jjh `ss`r` pcrthth hvhdtf fd udh afdmuh

dùtrha` (fd qu`stc ehsc afdma`s`), fd icbc bh p`ri`tt`r` hb hatrf bf hppr`zzhrd`, erftfehrd` `

ifmafcrhrd` fa ecdt`dutc, h afvàac udfv`rsha`, fd quhdtc ahmm`ttfvc en` pf sf hvvfefdh ha

t`rifd` udfv`rsft.

Pd trfpafe` sgcrzc budqu`, if nh heeciphmdhtc burhdt` ah st`surh bf qu`stc àhjcrhtc;

ahdhafsf bfdhifeh bàa` bfv`rs` a`tt`rhtur` bf s`rvfzfc ` bf fddcvhzfcd` bf r`thfa, ah

ecde`ttuhafzzhzfcd` `b udfcd` bàa` bu` trhift` fa icbàac bf stubfc pf p`rtfd`dt` ecd fa

suee`ssfvc hbhtthi`dtc hmaf se`dhrf httuhaf ` guturf ` a`s`refzfc afdmufstfec ecd udh afdmuh dcd

dhtfvh, en` pcrth bh ud ahtc udc stficac ha ifmafcrhi`dtc `b haahbhtthi`dtc (Bhrwfd), ih ha

tìpc st`ssc tcmaf` pf bf quhaen` sguihturh ha p`dsf`rc `b haah bfvuamhzfcd` bàac st`ssc.

Dcdcsthdt` ef, sp`rc bf `ss`r` rfuseftc h pcrthr` h t`rifd` fa ifc cjf`ttfvc, ` p`ref

b`vc rfdmrhzfhr` ecacrc f quhaf if scdc sthtf vfefdf fd qu`stc ici`dtc bf sgfbh p`rscdha` d`f

icbf pf bfv`rsf ` pur` h acrc fdshputh, bhdbcif pudtf bf rfga`ssfcd`, pr`zfcsf p`r ah i`ssh fd

bfseussfcd` ecdtfduh bà prcprfc ahvcrc, udfeh vfh p`r prcburr` ud quhaecsh en` pcssh hv`r`

vhacr`.

7


7/78

\`r udh vcath budqu`, ahsefhtìf ghr` f dcif, ` qufdbf ud pfhe`r` pct`r rfdmrhzfhr` p`r fserfttc

f if`f m`dftcrf, Ihurc ` \fdh, p`r hv`rif scst`dutc fd cmdf icbc fd euf ud m`dftcr` pu

scst`d`r` ud gfmafc, ecd acrc f dcddf `b f phr`dtf tuttf. Uhrh, p`r fa suc pr`zfcsc ecdtrfjutc bf

suppcrtc ecsthdt` ` ecdsfmafc dàautfafzzc bàah afdmuh fdma`s`, Uushddh p`r hv`r hsecathtc `b

`dtusfhsihtc a` if` fdtufzfcdf suaa` ecdtfdu` ducv` ` bfv`rs` fb``, bf ducvc fa prcg. @bchrbc

Uhjjhbfd p`r hv`rif stficahtc fd pf ceehsfcdf `b hv`rif ahsefhtc udh sìpr` pf rhrh afj`rt bf

p`dsf`rc `b hggfhdehtc burhdt` qu`stc p`recrsc bf t`sf ` tutt` a` p`rscd` en` fd qu`stc p`rfcbc

udfv`rsfthrfc nhddc shputc ihturhr` fd i` erftfeft bf p`dsf`rc ` eurfcsft bf bfv`rsc m`d`r`;

bhaa` pf heehbìfen` h quàa` pf quctfbfhd` ` euaturhaf, p`r `ss`r` stht` `b `ss`r` gcdt` bf

fspfrhzfcd` ` i`ssh fd bfseussfcd` ecsthdt`. Bf qu`st` dcd ghr f dcif, ih er`bc sf pcssh bfr`

en` ah a`tturh bf ecb`st` pcen` rfmn` bf pr`ghzfcd` pcssh `ss`r` udhutce`rtfgfehzfcd` bàah

prcprfh hpphrt`d`dzh ha rfdmrhzfhi`dtc subb`ttc.

\cssfhic fdfzfhr`.

Ahsefhtìf ghr` scac uduatfih dcth stfafstfeh; ah gcdt seàth p`r ah st`surh bàaàhjcrhtc udh

Jcbcdf, `b sthth utfafzzhth p`r r`db`r` cihmmfc haah eftt bf \hrih, ah quha` if nh

bàfzfcshi`dt` heecatc fd qu`stf bu` hddf bf ahur`h spèfhafstfeh ` bf euf pcrt`r sìpr` ud

jàafssfic rfecrbc.

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9/78

- Fdtrcbuetfcd

Z`thfa`rs hr` m`ttfdm us`b tc nhvfdm h e`dtrha rca` cd p`cpa` afv`s, cd tn` fdbustry fd wnfen tn`y

wcro hdb cd scef`ty hs w`aa. Dc wcdb`r fg tn` jfmm`st eciphdy fd tn` wcrab fs dct icr` hd

fdbustrfha eciphdy hs ft whs fd tn` =


10/78

Rn` gfrst enhpt`r fs hjcut s`rvfe`; fts hfi fs gfdbfdm cut h eurr`dt b`gfdftfcd cg s`rvfe` fd crb`r tc

udb`rsthdb wnht ft r`haay fs. Rnfs wfaa j` bcd` b`vàcpfdm h nfstcrfeha prce`ss fd crb`r tc rhdm`

cd bfgg`r`dt ecudtrf`s, senccas hdb pnfacscpnf`s, r`vf`wfdm tn` wnca` aft`rhtur` b`vàcp`b cd

tnfs sujkèt. Hs h ihtt`r cg ghet, ft wfaa j` rècmdfz`b tn` icst fddcvhtfv` grhi`wcro tc hbbr`ss

s`rvfe`s, tc mfv` tnì h b`gfdftfcd hdb h icbà tc fdt`rpr`t jusfd`ss`s, ècdcif`s hdb scef`ty.

Rn` sècdb enhpt`r fs hjcut r`thfa fddcvhtfcd hdb afo` tn` s`rvfe`s enhpt`r, ft wfaa

hbbr`ss tn` prfdefpha tnì` cg tn` sètfcd wftn h nfstcrfeha hdb m`cmrhpnfeha hpprchen fd crb`r

tc bydhifehaay udb`rsthdb tn` bfgg`r`dt tn`crf`s hdb i`tncbs us`b tc ecde`ptuhafz` r`thfa

fddcvhtfcd cv`r tn` tfi`. Rn` prfdefpha mchas cg tnfs sètfcd hr` jctn mfvfdm h wnca` hdb m`d`rha

grhi` cg tn` bfgg`r`dt tn`crf`s b`vàcp`b jy hehbìfes hdb fb`dtfgy tn` icr` hpprcprfht`

tn`crf`s wnfen `xpahfd r`thfa fddcvhtfcd, heecrbfdm tc tn` pr`s`dt hdb gutur` se`dhrfcs.

Rn` ahst enhpt`r fs tn` ecde`ptuhafzhtfcd cg ncw tn` icst fddcvhtfv` hdb suppcrt`b

grhi`wcro jhs`b cd s`rvfe` ehd j` hbhpt`b tc r`thfa fddcvhtfcd fd crb`r tc b`vàcp hd

hat`rdhtfv` pcfdt cg vf`w hdb prcspètfv` tc hbbr`ss tnfs tcpfe grci jctn hehbìfeha hdb

ihdhm`rfha sfb`. Ncw r`thfa ecijfdhtfcds ehd j` us`b hdb wnht hr` tn` prfdefpha hfis tnht

r`thfa`rs sncuab o``p hawhys fd ifdb wn`d ft eci`s tc fddcvhtfcd.

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8 U`rvfe`

8.8 Rhfacrfdm h gftt`b b`gfdftfcd gcr U`rvfe`

8.8.8 Rn` Mccb-Bcifdhdt hpprchen

Mfvfdm h b`gfdftfcd tc tn` t`ri s`rvfe` fs dct sc `hsy hs ft ecuab hpp`hr? ft fs bu` tc tn` fdtrfdsfe

dhtur` cg tn` `dtfr` sètcr hdb fts `vcautfcd cv`r tn` tfi`, hdb gcr tnfs, b`gfdfdm s`rvfe` hdb

s`rvfe` sètcr nhs j``d h enhaa`dm` gcr ihdy sencahrs wnc nhv` sp`dt tn`fr tncumnts hdb tn`frb`buetfv` hdb fdbuetfv` r`hscdfdms, b`vàcpfdm bfgg`r`dt b`gfdftfcds cv`r tn` y`hrs, hdhayzfdm

grci tn` dhrrcw tc tn` jrchb.

Ecco `t ha. (8666) nhs b`vàcp`b h mufbfdm afmnt fd tn` aft`rhtur` cg U`rvfe` Uef`de` udfgyfdm

tn` bfgg`r`dt b`gfdftfcds cg s`rvfe` b`vàcp`b cv`r tn` y`hrs. Rn`r`gcr`, gcaacw tn`fr ecdtrfjut`

hpp`hr`b tc j` h mccb pcfdt gcr mcfdm tnrcumn tn` bfgg`r`dt b`gfdftfcds hdb sencahrs wnfen

tr`ht`b tn` tcpfe, hdhayzfdm tn` `vcautfcd cg tnfs sujkèt hdb wnht nhs j``d enhdm`b fd tn`

ecurs` cg tfi`, sc hs tc pcfdt cut pcssfja` p`rspètfv`s hdb se`dhrfcs.Rn` purpcs` cg tnfs sètfcd fs tc henf`v` h shtfsgyfdm b`gfdftfcd cg s`rvfe` gcr tn` pr`s`dt hdb

gutur` ècdciy, sncwfdm tn` r`hscds wny ft fs tn` rfmnt cd`. Rc bc tnht, ft fs dè`sshry tc rèhaa

tn` phe` cg tn`s` stubf`s, grci tn` b`gfdftfcd tc tn` `dtfr` sujkèt, hdhayzfdm tn` bfgg`r`dt

eurr`dts b`vàcp`b hdb udb`rtho`d jy tn` prfdefpha Uenccas fd tn` wcrab spèfhafz`b cd tnfs

gfàb.

Uthrtfdm grci tn` j`mfddfdm, hd `hray httìpt tc b`gfd` tn` t`ri U`rvfe` whs put gcrtn

jy tn` B`gfdftfcds Eciiftt`` cg tn` Hi`rfehd Ihro`tfdm Hsscefhtfcd (867


12/78

Rnfs, afo` ctn`r `hray b`gfdftfcds, fs ihb` jy h afst cg hetfvftf`s hdb `xhipa`s, hdb heecrbfdm tc

Kubb (8672) ft ecuabdt j` us`b gcr h m`d`rhafzhtfcd cg tn` ecde`pt, bu` tc fts aheo cg pr`efsfcd,

mfv`d jy fts b`p`db`de` upcd afst`b `xhipa`s.

Z`vf`wfdm tn` aft`rhtur` ft fs pcssfja` tc ghe` twc bfgg`r`dt hpprchen`s tc b`gfd` s`rvfe`;

cd tn` cd` nhdb. Rn`r` hr` sencahrs wnc trf`b tc mfv` h jrchb`r b`gfdftfcd cg ft, gcaacwfdm tn`

`xhipa` cg HIH wnfen bfb ft gcr gfrst fd 867


13/78

Rnfs acmfe nhs j``d us`b tc hdhayz` hdb stuby ctn`r pn`dci`dhs hdb ihkcrs, suen hs cp`rhtfcd,

ihro`tfdm hdb s`rvfe` tnrcumn tn` y`hrs.

Rnfs tn`sfs fs ecdgfri`b jy tn` ghet tnht bfgg`r`dt ecdtrfjut`s cg hehbìfes sncw h t`db`dey tc

iho` tn` wfmnt cg mccbs pr`vhfas cd tn` s`rvfe`s cd` suen hs J`rry hdb \hrhsurhihd (8668);

Ihdughetur`b mccbs hdb s`rvfe`s hr` fd`xtrfehjay ràht`b, hdb shvvy ihdughetur`rs hr` hs

fdt`r`st`b fd tn` quhafty cg tn`fr s`rvfe`s hs cg tn`fr mccbs. Rn`s` eciphdf`s r`hafz` tnht

eustci`rs juy prcbuets wncs` ecr` j`d`gft fs bàfv`r`b dct jy h mccb cr s`rvfe`, jut jy jctn,

cr `v`d j`tt`r, h v`ry fdefsfv` A`vftt (86=:) wn`d stht`s; Rn`r` fs dc suen tnfdm hs h s`rvfe`

fdbustry. Rn`r` hr` cday fdbustrf`s wncs` s`rvfe` ecipcd`dts hr` mr`ht`r cr a`ss tnhd tncs` cg

ctn`r fdbustrf`s. @v`ryjcby fs fd s`rvfe`.

Fd ctn`r t`ris, s`rvfe`s nhv` hawhys j``d ecdsfb`r`b hs suppcrt tc mccbs, afo` g`htur`s wftn tn`

hfi tc fder`hs` hdb iho` h j`tt`r vhau` cg tnì.

Nfaa (86==) sthrt`b nfs r`hscdfdm hjcut wnht s`rvfe` fs hdb wnht mccbs hr`, wftn sci`

cjs`rvhtfcds cd r`hafty hdb wnht fs suppcs`b tc j` h scrt cg s`rvfe` (`.m., tn` snfpi`dt cg mccbs

jy h trhdspcrt gfri? tn` r`phfr cg h v`nfea` cr r`bècrhtfcd cg h ncus`? tn` snhipccfdm cg nhfr jy

h nhfrbr`ss`r), pcfdtfdm cut twc hspètspr`s`dt fd `hen ehs`.

Gfrst, fd `v`ry ehs` tn`r` hr` sci` mccbs cr h p`rscd wnfen `xp`rf`de` h enhdm` cg tn`fr

ecdbftfcd, hdb sècdb, tnht enhdm` fs b`vàcp`b jy tn` hetfvfty cg hdctn`r jusfd`ss udft (cd` cr

icr` tnhd cd`). Uthrtfdm grci tnfs pcfdt, Nfaa sncws tnht s`rvfe` ihy j` b`gfd`b hs h enhdm` fd

tn` ecdbftfcd cg h p`rscd, cr cg h mccb jàcdmfdm tc sci` ècdcife udft, wnfen fs jrcumnt

hjcut hs tn` r`suat cg tn` hetfvfty cg sci` ctn`r ècdcife udft, wftn tn` prfcr hmr`ì`dt cg tn`

gcri`r p`rscd cr ècdcife udft.

Heecrbfdm tc tn` hutncr, fd tnfs why, cd` udft "s`rv`s" tn` ctn`r hdb wftn ft tn`r` hr`

twc bfstfdet rca`s wnfen hr` h eaf`dt hdb h prcvfb`r. Nfaa ecdtfdu`s wftn hdctn`r ecdsfb`rhtfcd;

bu` tc tn` ghet tnht fd tnfs trhdshetfcd, dctnfdm fs hetuhaay `xenhdm` j`tw``d tnì fd tn` why

tnht tn` cwd`rsnfp cg mccbs fs trhdsg`rr`b grci cd` udft tc hdctn`r, fs quft` fdhpprcprfht` tc

thao hjcut fiiht`rfha mccbs.

Rn` ahst eahrfgfehtfcd sncws hdctn`r ecdtrfjut` prc cur gfrst eahssfgfehtfcd, fd wnfen tn` hutncr

trf`s tc b`gfd` s`rvfe` hrmufdm h b`gfdftfcd grci h Mccb-Bcifdhdt acmfe, sncwfdm fdb``b, h

t`db`dey tc hdhayz` hdb stuby h bfgg`r`dt ihkcr wftn tccas, wcrbs, hdb ecde`pts thofdm grci hd

hdctn`r ecde`ptuha ecdt`st, tn` cd` hequfr`b jy tn` Fdbustrfha Z`vcautfcd hdb jhs`b gfrstay cd

mccbs.

85


14/78

Heecrbfdm tc Muii`sscd (:5) wnc b`sfmd`b h grhi` tc

eahssfgy cp`rhtfvày tn` bfgg`r`dt typ`s cg s`rvfe`s sc hs tc gfdb h nàpgua eahssfgfehtfcd gcr s`rvfe`

ihro`tfdm.

Rc bc tnht, Acvàceo er`ht`s gfv` ihtrfx`s tc hdsw`r tc gfv` hspèts ecde`rd tn` s`rvfe`

ihro`tfdm. Rn`s` ihtrfx`s, sujs`qu`dtay, b`gfd` h s`rf`s cg bfi`dsfcds wnfen r`pr`s`dt tn`

o`y enhrhet`rfstfes cg h s`rvfe` hdb sc, grci tn` b`vàcpi`dt cg tn`s` gceha pcfdts, tn` hutncr

henf`v`s tc tn` wàa odcwd hdb quct`b hercdyi FNF\, wnfen sthdbs gcr Fds`phrhjfafty,

N`t`rcm`d`fty, Fdthdmfjfafty hdb \`rfsnhjfafty.

Fds`phrhjfafty b`dct`s tn` ghet tnht s`rvfe`s hr` ecdsui`b fd tn` shi` ici`dt tn`y hr`

prcbue`b, sc tn`y ehddct j` stcr`b hdb tn`r`gcr` bìhdb fdsthjfafty ehddct j` scav`b wftn

stcr` prce`ss. Rnus, quhafty ecdtrca ehd dct j` henf`v` j`gcr` tn` ecdsuiptfcd cg tn` s`rvfe`.

N`t`rcm`d`fty fdst`hb, r`pr`s`dts tn` jrchb vhrf`ty cg s`rvfe`s wnfen b`p`dbs cd tn` eaf`dt

prcspètfv`, tc tn` sujs`qu`dtay p`rscdhafzhtfcd cg tnì, cv`r tn` bfgg`r`dt p`re`ptfcds jy

eaf`dts. Haa tnfs ecdtrfjut`s tc `xt`db h wfb` rhdm` cg s`rvfe`s.

Fdthdmfjfafty fipaf`s tnht s`rvfe`s nhv` dct iht`rfha ecdsfst`de` sc tn`y hr` r`pr`s`dt`b jy

p`rgcrihde`s, dct mccbs, jècifdm hd `xp`rf`de` gcr tn` eaf`dts wnfen wfaa t`db tc mfv` h

sujkètfv` prcspètfv`, rhtn`r tnhd hd cjkètfv` cd`.

\`rfsnhjfafty i`hds tnht s`rvfe`s ehddct j` stcr`b, hdb fd ecds`qu`de`, tc mhfd j`d`gfts, tn`

eustci`rs nhv` tc j` hetfvày fdvcav`b fd tn` prce`ss hdb fg tn`y bcdt us` ft tnht s`rvfe` wfaa

`xpfr`.

82


15/78

Rn` FNF\ grhi` nhs j``d tho`d hs h icbà tc b`gfd` s`rvfe`, hdb fd phrtfeuahr tncs`

enhrhet`rfstfes nhv` nhb hd fiphet cd ihro`tfdm strht`mf`s, icst cg haa cd s`rvfe` ihro`tfdm.

8.8.5 Grci vhau` ec-prcbuetfcd tc vhau` ec-er`htfcd

Z`vf`wfdm tn` aft`rhtur`, tn`r` hr` ctn`r b`vàcpi`dts tnht nhv` hipafgy tn`s` dctfcds cg

s`rvfe`, mcfdm tc ìpnhsfz` sci` hspèts tnht hr` tn` ecde`pt cg hetfvfty cr s`rf`s cg hetfvftf`s

_) wnfen hr` prcvfb` hs scautfcds tc eustci`r prcjaìs (Mrdrccs, 866


16/78

Heecrbfdm tc \`oocah (:


17/78

wnfa` s`rvfe`, gcr fts dhtur` cg prcbuetfcd-ecdsuiptfcd, fs m`d`rht`b wftn tn` ecaahjcrhtfcd

j`tw``d eaf`dt hdb gfri, ht tn` shi` ici`dt ft fs us`b jy tn` eaf`dt, `xtrhetfdm tn` nfmn`st

vhau`-fd-us` grci tn` hvhfahja` r`scure`s.

Ncw`v`r, hd fipcrthdt hsp`et tnht sncuab j` b`buet`b grci tnfs phrhmrhpn, fs tnht h

gudbhi`dtha hsp`et cg tn` s`rvfe` suppay prce`ss fs tn` ecaahjcrhtfcd j`tw``d eaf`dt hdb

suppaf`r, cr `v`d j`tt`r (Whrmc hdb Ausen, :


18/78

8.: U`rvfe` Uef`de` tnrcumn tfi` hdb sphe`

Accofdm ht tn` phst, tn` s`phrhtfcd cg stubf`s j`tw``d Fdbustrfha @ecdcifes hdb U`rvfe`

@ecdcifes nhs b`vàcp`b h mhp j`tw``d twc bfgg`r`dt sujkèts; hrcudb tn` wcrab tn` sècdb

cd` nhs spr`hb fts stubf`s fd bfgg`r`dt Pdfv`rsftf`s hdb Z`s`hren E`dt`rs, icvfdm cv`r tn` cab

cd`, wnfen whs jufab cd tn` gfrst y`hrs cg tn` Fdbustrfha Z`vcautfcd hdb nhb h strcdm fiphet cd

tn` prcbuetfcd cg mccbs. Fts cday rè`dtay tnht Dcrtn Hi`rfehd Pdfv`rsfty nhs j``d sthrtfdm tc

b`vàcp hpprcprfht` r`s`hren e`dt`rs tnht afdo FER gfàb wftn ihdhmì`dt hdb ècdcifes

sef`de`, fd crb`r tc i`rm` cab odcwa`bm` hjcut Fdbustrfha @ecdcifes hdb `dmfd``rfdm, tc tn`

icb`rd hpprchen ht tn` U`rvfe` @ecdcif`s.

]nht fs jcrd fs h d`w gfàb cg stubf`s, wnfen fs b`gfd` U`rvfe` Uef`de`, Ihdhmì`dt hdb

@dmfd``rfdm (UUI@); h jrhdb d`w hr`h cg stubf`s wn`r` ft fs pcssfja` jufab tn`crf`s, icbàs

hdb hppafehtfcds hdb tnht ecddèts twc gfàbs wnfen nhv` j``d stubf`b fd tfi`,

s`phrhtày (Jftd`r t ha., :


19/78

hd `xpcsftfcd cg tn` prfdefpha ecdtrfjut`s fd crb`r tc udb`rsthdb wn`r` hehb`ife aft`rhtur` fs

mcfdm, sc hs tc nhv` h ecipa t` prcsp`etfv` cg tn` U`rvfe` Uef`de` hrcudb tn` wcrab, gfdbfdm cut

wnht wfaa j` tn` tr`dbs cg tnfs ihkcr.

Hs sncwd, Dcrbfe Uencca cg U`rvfe` mhv` strcdm hdb pfcd``rfdm ecdtrfjut`s cd tnfs

hrmui`dt burfdm tn` =


20/78

vhrfhja`s. Rnfs hpprchen fs bu` tc tn` `ipacy`b-crf`dt`b scua wnfen nhs j``d enhrhet`rfz`b

M`rihdy sfde` tn` j`mfddfdm cg fts fdbustrfha nfstcry.

Hicdm tn` bfgg`r`dt ecdtrfjutfcds mfv`d jy Fthafhd sencahrs, heecrbfdm tc Ehv`dhmc hdb

I`zzhdzhdfeh (:


21/78

Ihmafc (:


22/78

8.5 U`rvfe`-Bcifdhdt Acmfe; h d`w ifdbs`t tc accoht scefha hdb `ecdcife xenhdm` pn`dci`dh

Hicdm tn` bfgg`r`dt ecde`ptuhafzhtfcds hdb tn`crf`s hjcut s`rvfe` hdb s`rvfe` sef`de`

b`v`acp`b jy sencahrs hdb r`vf`w`b sc ghr, h shaf`dt ecdtrfjut` ht tn` aft`rhtur` nhs j``d

prcvfb`b jy Ut`v` Whrmc hdb Jcj Ausn fd :


23/78

Rnfs fipay tnht ihro`tfdm hs wàa nhs hawhys j``d stubyfdm wftn tnfs hpprchen, hatncumn tn`

ècdciy nhs snfgt grci hmrfeuatur` hdb ihdughetur`b sètcr tc h s`rvfe` cd` (Upcnr`r, Ihmafc,

:2) tn`crf`s, phrt cg tn` wnht nhs quct`b hs Ihro`tfdm hs h Ucefha hdb @ecdcife \rce`ss.

Heecrbfdm tc Zust (866>), ft wcuab j` fipcrthdt tc fdt`mrht` h vf`w cg mccbs hdb s`rvfe`s tc

`xpahfd hdb hpprchen tc `vcautfcdhry se`dhrfc, eacsfdm tn` ècdcife p`rfcb wn`r` tn`y nhv`

j``d vf`w`b s`phrhtày? fdb``b n` hrmu`b; Rn` typfeha s`rvfe` r`s`hren hrtfea` bceui`dt`b

whys fd wnfen s`rvfe`s w`r` bfgg`r`dt gcri mccbs Fts tfi` gcr h enhdm`. U`rvfe` r`s`hren fs

dct h dfen` gfàb enhrhet`rfz`b jy hrehd` pcfdts cg bfgg`r`de` wftn tn` bcifdhdt mccbs

ihdhmì`dt gfàb.

Uc, Whrmc hdb Ausn trf`b tc hdsw`r tc tn` ehaa, udb`rsthdbfdm tnht ihro`tfdm nhs snfgt`b gcri

tn` `xenhdm` cg thdmfja` mccbs (ihdughetur`b tnfdms) tc tn` `xenhdm` cg fdthdmfja`s,

spèfhafz`b sofaas hdb odcwa`bm`, hdb prce`ss`s. Rnfs nhs j``d h st`p tc r`-b`sfmd tn`

ihro`tfdm hpprchen tcwhrb h icr` ecipr`n`dsfv` hdb fdeausfv` bcifdhdt acmfe, cd` tnht

fdt`mrht`s mccbs wftn s`rvfe`s hdb prcvfb`s h rfen`r gcudbhtfcd gcr tn` b`vàcpi`dt cg

ihro`tfdm tncumnt hdb prhetfe`.

Rc udb`rsthdb tn` `vcautfcd cg tn` hpprchen wftn wnfen eciphdf`s hdb hehbìfes

sncuab acco ht eustci`rs hdb ht tn`fr cwd jusfd`ss`s, `v`d tn`y hr` s`rvfe` bàfv`ry cr

ihdughetur`rs, fs ghfr quctfdm Muii`sscd (8660) wnc stht`b; Eustci`rs bc dct juy mccbs

cr s`rvfe`s; tn`y juy cgg`rfdms wnfen r`db`r s`rvfe`s wnfen er`ht` vhau` Rn` trhbftfcdha

bfvfsfcd j`tw``d mccbs hdb s`rvfe`s fs acdm cutbht`b. Ft fs dct h ihtt`r cg r`b`gfdfdm s`rvfe`s

hdb s``fdm tnì gcri h eustci`r prcspètfv`? hetfvftf`s r`db`r s`rvfe`s, tnfdms r`db`r s`rvfe`s.

Rn` snfgt fd gceus tc s`rvfe`s fs h snfgt grci tn` i`hds hdb tn` prcbue`r p`rspètfv` tc tn`

utfafzhtfcd hdb tn` eustci`r prcspètfv`.

H b``p ecdtrfjut` tc udb`rafd` tn` ghet tnht tn` ecde`ptuha snfgt fs brfv`d jy eustci`rs

purenhs`s hdb ncw tn`y fdt`rpr`t wnht tn`y juy; sci`tnfdm, h mccb cr h s`rvfe`, tnht hfis tc

shtfsgy h e`rthfd d``b.

:5


24/78

Fd ctn`r wcrbs, Ihro`tfdm nhs j``d icvfdm grci h mccbs-bcifdhdt vf`w wn`r` tn` e`dtrha

gceus whs cd thdmfja` cutputs hdb bfser`t` trhdshetfcds tc h U`rvfe`-Bcifdhdt vf`w fd wnfen

fdthdmfjfafty, xenhdm` prce`ss`s, hdb r`ahtfcdsnfps hr` e`dtrha (Whrmc, Ausn, :


25/78

8.5.: H d`w b`gfdftfcd cg U`rvfe`, hdb tn` 8< G\s cg tnÙ`rvfe`-Bcifdhdt Acmfe

Fd tn` `db, ft fs tn` tfi` tc hpprèfht` tn` wcro cg Whrmc hdb Ausn, hdb hgt`r nhvfdm hdhayz`b haa

tn` bfgg`r`dt phrts tnht ecdtrfjut` tc b`serfj` tn` hetuha se`dhrfc, sthrtfdm grci tn` b`gfdftfcd cg

s`rvfe`, heecrbfdm tc Whrmc hdb Ausn, wnfen b`gfd` ft hs tn` hppafehtfcd cg spèfhafz`b

ecip`t`de`s (odcwa`bm` hdb sofaas) tnrcumn b``bs, prce`ss`s, hdb p`rgcrihde`s gcr tn`

j`d`gft cg hdctn`r `dtfty cr tn` `dtfty ftsàg.

H b`gfdftfcd tnht rèhaa bfgg`r`dt ecde`ptuhafzhtfcd hdhayz`b j`gcr`, hdb wnfen gceus`s cd

spèfhafz`b ecip`t`de`s, odcwa`bm` hdb sofaas, hdb tnht fs hppafehja` tc haa ihro`tfdm

cgg`rfdms, fdeaubfdm tncs` tnht fdvcav` thdmfja` cutput (mccbs) fd tn` prce`ss cg s`rvfe`

prcvfsfcd.

Rnfs whs tn` gfrst, h scrt cg z`rc pcfdt cg tn` tn`cry, hdb ft fs nàpgua tc udb`rsthdb tn`

fipafehtfcds b`vàcp gurtn`r hdb tn` `dtfr` ifdbs`t. D`v`rtnà`ss fts tryfdm tc b`gfd` h gfd`

ecde`pt hs s`rvfe` fs (bu` tc fts bydhife dhtur`), ft b`vàcps h ecde`ptuhafzhtfcd tnht ìj`bs

dct cday s`rvfe`, jut hasc mccbs, udfgyfdm tnì udb`r tn` ahjà cg ihro`tfdm cgg`rfdms, hdb

puttfdm ihro`tfdm ht tn` e`dt`r cg tn` b`gfdftfcd, hs h ehrbfdha pcfdt tc hbbr`ss tn` wnca`

ifdbs`t.

Rnus, Whrmc hdb Ausn b`gfd`b t`d o`y pcfdts tnrcumn wnfen tn`y b`vàcp`b h ifdbs`t

ehaa`b U`rvfe`-Bcifdhdt Acmfe, wnfen r`-b`gfd` tn` strht`mfeha hdb euaturha hpprchen tc

ihro`tfdm, ht gfrst, jut wnfen `ggèts hdb fdt`rpr`thtfcd ecuab j` `xt`db`b tc crmhdfzhtfcds

(prcgft hdb dc-prcgft), ihro`ts, ècdcifes hdb scef`ty, hs tn`y dct`b fd h bfgg`r`dt upbht` cg

tn`fr wcro, pujafsn`b fd :


26/78

Rnfs gfrst prìfs` fipaf`s tnht s`rvfe` fs tn` hppafehtfcd cg spèfhafz`b sofaas hdb odcwa`bm`,

wnfen hr` tn` twc jhsfs cp`rhdt r`scure`s fd h se`dhrfc wn`r` spèfhafzhtfcd fs tn` icst

`ggfef`dt why tc b`vàcp sofaas fd crb`r tc p`rgcri j`tt`r hdb henf`v` seha` `ggèts.

Fdb``b, tn` hutncrs sncw tnht wn`d ft eci`s tc thao hjcut jhsfs cg `xenhdm`, sfde` \ahtcs tfi`,

spèfhafzhtfcd sofaas nhs j``d rècmdfz`b hs jhsfs cg `xenhdm`, wnfa` tn` ecde`pt cg tn` bfvfsfcd

cg ahjcr s`rv`b hs tn` gcudbhtfcd gcr Uiftns (86:) wn`d

mccbs hr` vf`w`b hs bfstrfjutfcd iènhdfsis gcr s`rvfe`s, cr tn` prcvfsfcd cg shtfsghetfcd gcr

nfmn`r-crb`r d``bs.

:7


27/78

Rn` gcaacwfdm pr`ifs` fs hjcut ecip`tftfv` hbvhdthm`, hdb ft summ`sts h ecdd`etfcd

j`tw``d odcwa`bm` (b`gfd`b ft fd h wfb` i`hdfdm; fd :


28/78

Z`vf`wfdm tn` aft`rhtur` hjcut s`rvfe`, tn` `xpr`ssfcds cg vhau`, vhau` prcbuetfcd, cr

`v`d vhau`-fd-us` hr` v`ry eciicd, hdb tn`y br`ss bfgg`r`dt i`hdfdms hdb fdt`rpr`thtfcd

heecrbfdm tc bfgg`r`dt hehbìfes hdb tn`crf`s.

Rn` ecdtrfjut` cg Whrmc hdb Ausn cd tnfs hrmui`dt ecuab j` sujsthdtfhaay suiihrfz` fd tn`

sfxtn G\ cg tn`fr r`s`hren php`r, shyfdm; Rn` eustci`r fs hawhys h ec-er`htcr cg vhau`.

Rnfs prìfs` ìpnhsfz`s tn` rca` cg tn` eustci`r cd tn` s`rvfe`, hdb sc prcbuet, b`vàcpi`dt

hdb bàfv`ry hs wàa. Fd ghet, wnfa` eustci`r nhs hawhys j``d h pct`dtfha thrm`t cg h jusfd`ss,

hutncrs thao hjcut tn` dcrihtfv` mcha cg ihro`tfdm fs eustci`r r`spcdsfv`d`ss, tn` phsshm`

cg tn` spctafmnt grci cp`rhdt r`scure`, wn`r` tn` eustci`r whs i`rày h thrm`t, tc cp`rhdb

r`scure`, wn`r` ft jèci`s prfihrfay h ec-prcbue`r nhs sfmd`b h r`-ecde`ptuhafzhtfcd cg fts

rca` fdtc tn` suppay enhfd.

Rn` `xt`dsfcd cg tnfs fb`h nhs j``d suppcrt`b jy Cafv`r, Zust hdb Whrof (866>) wnc nhv`

pcfdt`b cut tn` phrhbfmi cg r`ha-tfi` ihro`tfdm, s``d hs tn` fdt`mrhtfcd cg ihss

eustcifzhtfcd hdb ràhtfcdsnfp ihro`tfdm wftn tn` fdt`rhet`b b`sfmd cg s`rvfe`s hdb prcbuets

wnfen i``t ecstui`rs udfqu` enhdmfdm d``bs.

Uc, heecrbfdm tc wnht shfb fd tnfs phrhmrhpn, tn` pr`s`de` cg tn` eustci`r fd tn` b`sfmd

prce`ss, fs hd `ss`dtfha àì`dt tc b`vàcp scautfcds wnfen hdsw`r tc fts d``bs, hdb gcr bcfdm

tnht, fs dè`sshry tc rècmdfz` fts rca` fd tn` vhau` er`htfcd, tnht fs, h ec-er`htcr.

Rnus, wn`d eustci`r fs ecdsfb`rht` h sujsthdtfha phrt cg tn` ec-er`htfcd guddà, Rn`

`dt`rprfs`, ehddct bàfv`r vhau`, jut cday cgg`r vhau` prcpcsftfcd.

Rn` i`hdfdm cg tnfs prìfs` fs hd fdn`r`dt ecds`qu`de` cg tn` pr`vfcus cd`, hdb ft fs bu` tc

tn` ghet tnht tn`r` fs h strcdm bfgg`r`dtfhtfcd j`tw``d ìj`bb`b vhau` (vhau` fd `xenhdm`) hdb

vhau` fd us`.

Heecrbfdm tc Muii`sscd (866>) fg tn` eustci`r fs tn` gceha pcfdt cg ihro`tfdm, vhau`

er`htfcd fs cday pcssfja` wn`d h mccb cr s`rvfe` fs ecdsui`b. Hd udscab mccb nhs dc vhau`, hdb

h s`rvfe` prcvfb`r wftncut eustci`rs ehddct prcbue` hdytnfdm. Rnfs sncws tn` fipcrthde` cg

tn` eustci`r fd wnht ecuab j` gfmur`b hs h gcri cg sydtn`sfs cg àì`dts wnfen trhdsgcri tn`

vhau` ìj`bb`b fdtc tn` r`ha vhau`.

Rnus, eciphdy ehd cday cgg`rs h vhau` prcpcsftfcd, tnht eustci`r prcvfb`s tc b`vàcp fdtc

vhau`, cr `v`d j`tt`r, vhau` fd us`. Cd tnfs pcfdt, h ecdtrfjut` cg Mrdrccs (:


29/78

ghefafthtfcd hdb suppcrt cg h vhau`-er`htfdm prce`ss rhtn`r tnhd sfipay bfstrfjutfdm r`hby-ihb`

vhau` tc eustci`rs.

Rn` ahst G\ cg tn` crfmfdha r`s`hren php`r (ctn`r twc cg tn`i w`r` hbb`b fd tn` php`r cg

:


30/78

Rn` sècdb hdb ahst cd`, gceus`s cd h ecde`pt tnht suiihrfz`s ihdy hspèts b`serfj`b

sc ghr, rèhaafdm tn` rca`s cg eustci`rs hdb tn` vhau`-er`htfcd, hrmufdm; Whau` fs hawhys

udfquày hdb pn`dci`dcacmfehaay b`t`rifd`b jy tn` j`d`gfefhry.

Rn` gceus sncuab j` put cd tn` t`ri pn`dci`dcacmfehaay tnht heecrbfdm tc Whrmc hdb Ausn

ecdsfsts fd tn` `xp`rf`dtfha `ss`de` cg vhau`-b`t`rifdhtfcd, wnfen rèhaa tn` ecde`pt cg vhau`-

fd-us` hs tn` ihfd phrt cg vhau`-ec-er`htfcd wftn tn` hawhys ihfd enhrhet`r tnht fs tn`

j`d`gfefhry. Rnus, hgt`r nhvfdm shfb tnht `dt`rprfs`s ehd cday cgg`r h vhau` prcpcsftfcd hdb

hrmu`b cd tn` e`dtrhafty cg eustci`r, fs `hsfay tc b`rfv` tnht tn` b`t`rifdhtfcd cg vhau` fs h

ihtt`r ecde`rds wftn tn` j`d`gfefhrys `xp`rf`de` cg ft, hs hutncrs udb`rafd`b wftn tnfs ahst G\.

8.5.5 Ecdeausfcd

Hs shfb ht tn` j`mfddfdm cg tnfs enhpt`r, mfvfdm h rfmnt b`gfdftfcd hdb ecaacehtfcd tc s`rvfe` hdb

s`rvfe` sètcr nhs j``d enhaa`dmfdm sfde` tn` j`mfddfdm cg tn` gfrst r`s`hren cd ècdciy hdb

jusfd`ss. Bu` tc fts dhtur` hdb tn` `vcautfcd cg bfgg`r`dt prcspètfv`s hdb pcfdts cg vf`ws tc

hdhayz` hdb udb`rsthdb tnì, dcwhbhys tn`r` fs h ahrm` aft`rhtur` tnht sncws tn` wnca`

`vcautfcd.

Fd tn`s` y`hrs, tnhdos tc FER hdb fts rca` fd s`rvfe` sef`de` (Upcnr`r, Ihmafc, :


31/78

: Z`thfa Fddcvhtfcd

:.8 Z`thfafdm tnrcumn tfi`

Heecrbfdm tc tn` Cxgcrb Bfetfcdhry, Z`thfa sthdbs gcr tn` sha` cg mccbs tc tn` pujafe fd

ràhtfvày sihaa quhdtftf`s gcr us` cr ecdsuiptfcd rhtn`r tnhd gcr r`sha`hdb fts crfmfd fs grci

tn` us` cg Cab Gr`den r`thfaa` wnfen fdbfeht`s h pfè` eut-cgg, grci r`thfaa`r, grci r`-

(`xpr`ssfdm fdt`dsfv` gcre`) + thfaa`r'tc eut.

Ft fs fipcrthdt tc sthrt grci tn` b`gfdftfcd cg r`thfa, jèhus` fd tnfs sètfcd ft fs tnfdo fd tn`

pursuft cg nhvfdm hd fd-b`ptn hdhaysfs cd tn` `vcautfcd cg r`thfa sètcr. Gcr tnfs r`hscd,

j`mfddfdm grci tn` b`gfdftfcd ft s`ìs tc j` h mccb sthrt tc m`t fd tnfs fdbustry.

Z`hbfdm hmhfd tn` b`gfdftfcd hdb tn` crfmfd cg tn` wcrb r`thfa, ft fs udb`dfhja` tnht tn`

eciicd ushm` cg tnfs t`ri r`g`rs tc tn` trhdshetfcdha het tnht fdvcav`s h i`renhdt (r`thfa`r) hdb

cd` (cr icr`) eaf`dt. Rn` bfgg`r`dtfhtfcd tnfdm fs tnht tnfs trhdshetfcd fs hjcut sihaa quhdtftf`s,

ihfday gcr us` cr ecdsuiptfcd rhtn`r tnhd gcr r`sha`, tnht i`hds ft fs hbbr`ss`b tc gfdha

ecdsui`rs.

Accofdm b``p`r ht tn` rca` cg r`thfa`rs fd tn` scef`ty, Dfì`f`r `t ha. (:


32/78

Fd ghet, j`gcr` tnht, erhgtsi`d us`b tc sàa prcbuets prcbue`b jy tnì bfrètay tc p`cpa`, jut ft

whs cday wftn i`renhdts tnht r`thfafdm jcrd hs w` odcw dcw.

Ht tnht tfi` r`thfa whs nfmnay ecddèt`b tc trhvà afvfdm; i`renhdts us`b tc juy mccbs grci

spèfhafst e`dt`rs cg prcbuetfcd hdb crmhdfz` tnìsàv`s tc sàa tncs` prcbuets tnrcumn

ihro`ts, ghfrs, hdb d`twcros cg p`bba`rs. U`h rcut`s pfcd``rfdm mhv` h strcdm ecdtrfjut`s tc tn`

`vcautfcd cg tnfs fdbustry hdb wftn ft, @urcp`hd i`renhdts w`r` j` hja` tc `dahrm` tn`fr rhdm`s

cg prcbuets, trhbfdm mccbs grci Fdbfh, Enfdh, Khphd hdb Hi`rfeh. Aftta` jy aftta` ft eci`s tc

jèci` h macjha ihro`t, hdb wftn ft hm`dts sthrt tc jcrd cd tn` ihfd nhrjcr eftf`s, haacwfdm

i`renhdts tc b`vàcp tn`fr cwd jusfd`ss wftncut sthyfdm hwhy grci nci` gcr acdm tfi`s.

Gcaacwfdm tn` phtn cg `vcautfcd, fd tn` 8>tn E`dtury, bfgg`r`dt hr`hs hdb str``ts fd jfm

eftf`s suen hs Acdbcd cr \hrfs, sthrt jècifdm pcfdt cg fdt`r`sts gcr trhbfdm. Fd tnfs se`dhrfc,

tn` gfmur` cg sncp cwd`r sthrt jaccifdm; ft whs h i`renhdt wnc od`w icst eustci`rs jy

dhi`, hdb tnhdo tc tnht, ft whs ràhtfvày `hsy tc purenhs` stceo tnht whs afoày tc sàa (D`fi`fr

`t ha., :tn E`dtury. Rn` `xtrhcrbfdhry whv` cg enhdm` hdb

tèndcacmy fddcvhtfcd tnht enhrhet`rfz`b tnfs `rh fs cd` cg tn` ihfd r`hscd j`nfdb suen hd

fipr`ssfv` b`vàcpi`dt cg fddcvhtfcd hacdm tn` `dtfr` r`thfa fdbustry.

Hs h ihtt`r cg ghet, tnfs `rh, sthrtfdm wftn tn` Fdbustrfha Z`vcautfcd, nhs j``d `xt`db`b udtfa tn`

`db cg tn` :). Ft wcuab j` ìjrhefdm dct quctfdm \fmmay

]fmmay hdb tn` ecdtrfjutfcd cg Ifenhà K. Euaa`d wftn tn` cp`dfdm cg tn` gfrst Ofdm Ouaa`d ht

Khihfeh Hvh`du`, Acdm Fsahdb.

5:


33/78

Hgt`r ft tn`r` nhs j``d tn` tfi` cg ctn`r twc fipr`ssfv` pn`dci`dh, wnfen hr` cd tn` cd` nhdb

tn` b`vàcpi`dt cg eht`mcry ofaa`rs wnfen nhs j``d hja` tc ecijfd` spèfhafzhtfcd wftn acw

prfe`s fd spèfgfe eht`mcrf`s cg prcbuets, hdb tn` nyp`rihro`t; b`vàcp`b fd Gr`den hdb spr`hb

hrcudb tn` wcrab d`v`rtnà`ss fts sfz`, hdb cg ecurs`, ft suee`ssfv` erfsfs hdb tn` rfs` cg tn`

ecdv`df`de` stcr`s (Ehrbfdhaf, :8).

Ahst jut dct a`hst, Dì`r `t ha. (:


34/78

Z`vf`wfdm tn` phtn cg tn` `vcautfcd fd r`thfa, @aafeoscd (:


35/78

:.: Fddcvhtfcd Rn`crf`s tnrcumn tfi`

Hgt`r nhvfdm sydtn`sfz`b h jrf`g nfstcry cg r`thfafdm, ft fs tfi` tc mc fdtc tn` ihfd tnì` cg tnfs

enhpt`r. Rnfs i`hds bcfdm h wfb` hdhaysfs cg tn` bfgg`r`dt tn`crf`s hdb grhi`wcros b`vàcp`b

cv`r tn` y`hrs tc udb`rsthdb hdb pr`bfet tn` pn`dci`dh cg r`thfa fddcvhtfcd.

Rn` purpcs` cg tnfs r`vf`w hercss tn` wfb` aft`rhtur` hjcut r`thfa fddcvhtfcd tn`cry fs tc m`t

sci` fdsfmnts hjcut ft, dè`sshry tc mrhsp h d`w (cr `v`d bfgg`r`dt) tn`cr`tfeha pcfdt cg vf`w fd

crb`r tc prcpcs` h enhdm` cg vf`wfdm fd crb`r tc udb`rsthdb tn` pr`s`dt hdb gutur` se`dhrfcs

fdvcavfdm r`thfa jusfd`ss, hdb r`thfa fddcvhtfcd hs wàa.

50


36/78

:.:.8 Rn` ]n`à cg Z`thfafdm

Cd` cg tn` icst quct`b tn`cry hjcut r`thfa fddcvhtfcd fs tn` ]n`à cg Z`thfafdm.

Rnfs tn`cry whs b`vàcp`b jy IeDhfr ht tn` `db cg tn` 0) hdb ft fs b`sfmd tc

gfdb h r`hscd j`nfdb tn` fddcvhtfcd fd tn` r`thfa sètcr, tnht i`hds, tc udb`rsthdb wnht hr` tn`

brfv`rs tnht jrfdm d`w pahy`rs fdtc tn` fdbustry hdb tnht jrfdm ctn`r cd`s cut cg ft.

Rc `xpahfd tnht, IeDhfr suppcs`b tnht tn` fdtrcbuetfcd cg h d`w pahy`r fs bu` tc ht h prfe`

ecip`tftfcd, hdb tc j` prèfs`, ht h nca` fd acw prfe` s`mi`dt a`gt jy `xfst`dt r`thfa`rs wnc nhv`,

cv`r tn` tfi`, b`vàcp`b h eciicd strht`my cg trhbfdm up.

Heecrbfdm tc Ncaahdb`r (867


37/78

Fd spft` cg tn` wfmnt cg tnfs tn`cry hdb tn` num` ecdtrfjut` tnht ft nhs mfv`d tc tn` r`thfa

aft`rhtur`, tn`r` hr` ihdy hehb`ifes wnfen b`icdstrht` tnht tnfs grhi`wcro nhs ihdy aheos

wn`d ft eci`s tc `dahrm` tnfs se`dhrfc up tc tn` wnca r`thfa fdbustry, hdb tc pr`bfet `v`ry r`thfa

fddcvhtfcd.

Rn` gfrst tc hbift tn` afifts cg tnfs tn`cry nhs j``d Ncaahdb`r (867


38/78

:.:.: Rn` Z`thfa Heecrbfcd

Heecrbfdm tc Z`ydcabs `t ha. (:


39/78

ecdbuetfdm cp`rhtfcds; cd tn` cd` nhdb tn` spèfhafzhtfcd cg tn` gudetfcds p`rgcri`b hdb cd

tn` ctn`r nhdb spèfhafzhtfcd tcwhrb tn` fdt`mrhtfcd cg ràht`b hetfvftf`s udb`r cd ihdhmì`dt.

Rnfs tr`db fs hppafehja` tc tn` ihdy r`thfa jusfd`ss hdb sètcr afo` brum trhb`, gccb

trhb`, jccostcr`s hdb ctn`rs (Ncaahdb`r, 8677; 5:-57). Rc `xpahfd tnfs pn`dci`dh, tn`

hutncr ìpnhsfz`s tn` ecde`pt cg heecrbfcd wftn tn` i`thpncr cg hd cren`strh cr hd heecrbfcd

jhdb; wnfa` sci` pahy`rs hr` ecipr`ssfdm tn` iusfe jcx`s, ctn`rs hr` `xt`dbfdm tnì, hdb

tn`d, wnfa` sci` pahy`rs hr` a`hvfdm tn` jhdb, d`w cd`s kcfd ft. Rn`r`gcr`, fd r`thfa pcpuahtfcd

ft fs pcssfja` tc acco ht enhdm`s hs hrrfvhas cr b`phrtur`s cg i`renhdts wftn vhrfcus hsscrti`dts,

hs wàa hs tn` `xphdsfcd cr ecdtrhetfcds cg hsscrti`dts hicdm tn` ecdtfdufdm gfris.

Rnus, tn`r` hr` twc cppcsft` gcre`s tnht cp`rht` fd tn` r`thfa fdbustry; cd tn` cd` nhdb

tn`r` hr` tn`crf`s hdb pnfacscpny afo` tn` cd`-stcp stcr`, rhtn`r tnhd Rn` Uàa-@v`rytnfdm

Uystì wnfen t`db tc `dahrm` tn` rhdm` cr prcbuets hvhfahja` udb`r tn` shi` rccg fd crb`r tc

mfv` h ecipa`t` sncppfdm `xp`rf`de` tc tn` eustci`rs? cd tn` ctn`r nhdb, tn` t`db`dey cg

spèfhafzfdm `xfst`dt rhdm` cg prcbuets hs dct`b fd Rn` Bry Mccbs @ecdcifsts `bftcrfha php`r

fd 86


40/78

:.:.5 Rn` Z`thfa Afg` Eyea`

H bydhife hpprchen tc udb`rsthdb tn` `vcautfcd cg r`thfa fdbustry cv`r tn` tfi` fs Rn` Z`thfa

Afg` Eyea` (Bhvfbscd `t ha., 86=7). Rn` ecde`pt nhs j``d b`v`acp`b jy ]faaafhi Z. Bhvfbscd,

Haj`rt B. Jht`s hdb Ut`pn`d K. Jhss hdb pujafsn`b ht tn` `db cg tn` =


41/78

\hss`b tnfs gfrst sthm`, ft eci`s tn` Heeà`rht`b b`vàcpi`dt, h pnhs` wn`r` jctn

vcaui` hdb prcgfts `xp`rf`de` rhpfb rht`s cg mrcwtn. Fd crb`r tc henf`v` ahrm`r ècdcif`s cg

seha` hdb b`vàcp tn`fr jusfd`ss, eciphdf`s t`db tc `dahrm` tn`fr jcudbhrf`s (ihfday

m`cmrhpnfe). Bcfdm tnht, tn`y sthrt nurtfdm ecdv`dtfcdha cuta`ts wnfen j`mfd tc b`vàcp

r`thafhtcry prcmrhis tc ghe` tn` ecip`tftfcd.

Ihturfty fs tn` tnfrb sthm` hdb ft fs prcjhjay tn` icst fipcrthdt pnhs` fd tn` r`thfa

fdstftutfcd afg`. Rnhdos tc bfgg`r`dtfhtfcd hdb ecip`tftfcd sci` prcjaìs sthrt ecifdm tc afmnt,

icst cg tnì r`mhrbfdm crmhdfzhtfcd ecipa`xfty hdb bfggfeuaty cg ecdtrca cv`r tn` wnca`

crmhdfzhtfcd tnht ehd j` trhdsaht`b fd h safp cg tn` quhafty cg cp`rhtfcd. Hgt`r tnht, h sècdb

prcjaì ecuab j` hbbr`ss`b fder`hsfdm tn` bfi`dsfcds cg surghe`, ghefdm h acss cg prcgfthjfafty

gcr i`t`r squhr` hdb sc, h r`buetfcd cg prcgfthjfafty.

Bèafd` fs tn` gcaacwfdm pnhs` wnfen ecuab j` hvcfb`b fg ihdhm`rs ehd udb`rsthdb tn`fr

pcsftfcd fd tn` r`thfa afg` eyea` hdb fipaì`dt scautfcds tc r`pcsftfcd tn` r`thfa fdstftutfcd hdb

prcacdm ihturfty cr ecdv`rt ft fd h d`w ecde`pt.

Gfmur` 5. Rn` Z`thfa Afg` Eyea`

scure`; Bhvfbscd `t ha., 86=7

28


42/78

Heecrbfdm tc Bhvfbscd `t ha. (86=7), b`spft` tn` bfggfeuat tc b`t`rifdht` wn`d h phrtfeuahr

fdstftutfcd rfen`s tn` ihturfty sthm`, hdb cg ecurs`, tn` a`dmtn cg tn` bfgg`r`dt pnhs`s (ft ecuab

j` phrtfhaay henf`v`b cday wftn h bhth hdb pr`vfsfcdha icbà), tnfs icbà ehd j` h v`ry nàpgua

tcca fd prckètfdm r`thfa b`vàcpi`dts hdb pahddfdm ihro`tfdm strht`my.

Hicdm tn` bfgg`r`dt fdsfmnts tnht w` ehd mhfd grci tn` fdstftutfcdha afg` eyea`, tn` hutncrs pusn

cd sci` hspèts. Gfrst cg haa, h ga`xfja` tnfdofdm ht tn` ihdhmì`dt a`và fs d``b`b tc ghe` tn`

`vcautfcdhry enhdm` hdb tnht ehd j` cp`rhtfvày trhdsaht`b fd hd fipaì`dthtfcd cg bfgg`r`dt

ihdhmì`dt stya`s cr mrcups burfdm tn` bfgg`r`dt sthm`s cg b`vàcpi`dt. Uècdb, try tc gfdb

d`w whys tc `xt`db tn` ahst cg tn` ihturfty pnhs`, r`d`wfdm hdb rèhpturfdm tn` fdt`r`st cg

`xfstfdm eustci`rs sc hs tc o``p tn`fr acyhaty fd tn` ghe` cg d`w gcris cg ecip`tftfcd.

Ncw`v`r, tn` r`s`hren php`r `dbs wftn h tcumn ecde`pt, tnht `vfb`de`s fdt`r`stfdm

fdsfmnt sthrtfdm grci tn` wnca` ecde`ptuhafzhtfcd, tnht fs; Rn` r`thfa afg` eyea` fs h dhturha

`vcautfcdhry prce`ss hdb `xèutfv`s ehd bc v`ry aftta` tc ecudt`rhet ft. ]nht tn`y ehd bc fs pahd

icr` `ggètfvày fd crb`r tc susthfd prcgfthjfafty fd tn` bfgg`r`dt sthm`s. Uuen pahddfdm fipaf`s

ecdtfducus r`tnfdofdm hdb r`vfsfcd cg cp`rhtfcds. Rnfs fd turd i`hds tnht r`thfafdm wfaa

ecdtfdu` tc j` hd hr`h cg turjua`de` hdb ude`rthfdty gcr sci` tfi` tc eci`.

2:


43/78

:.:.2 Rn` Jfm Ifbba`

H r`e`dt tn`cry wnfen nhs ihb` ghaa upcd bfgg`r`dt ecii`dthtcrs, heecrbfdm tc Z`ydcabs `t ha.

(:


44/78

Ncw`v`r, hatncumn tn`fr ecdtrfjut`s tc udb`rsthdb tn` struetur` hdb `vcautfcd cg r`thfafdm

fdstftutfcds, heecrbfdm tc A`vy `t ha. (:


45/78

Z`thfa`rs tnht ceeupy tn` fddcvhtfv` s`mi`dt bfrèt tn`fr strht`mf`s tcwhrb quhafty-

ecdsefcus ihro`ts wnc s`ò prìfui cgg`rfdms? acw-prfe` r`thfa`rs hpp`ha tc prfe`-ecdsefcus

ihro`ts? Jfm Ifbba` r`thfa`rs tnrfv` jèhus` cg tn`fr vhau` cgg`rfdms, hdb fd trcuja` r`thfa`rs hr`

udhja` tc bàfv`r nfmn vhau` ràhtfv` tc tn`fr ecip`tftcrs (A`vy `t ha., :


46/78

hdb dcd-prfe` ghetcrs gcr eustci`rs r`suats fd ghfafdm r`thfa`rs icvfdm fdtc tn` fd trcuja`

s`mi`dt.

Ncw`v`r, haa tn`s` icbàs whten hdb b`serfj` `vcautfcd icstay fd tn` acdm tfi`

p`rfcbs, cv`raccofdm sncrt t`ris, wftncut mfvfdm hd hb`quht` vf`w tc udb`rsthdb sncrt enhdm`s

tnht nhpp`d fdsfb` tn` r`thfa gcrihts hdb jusfd`ss icbàs, j`gcr` tn`y icv` fd cd` cr hdctn`r

bfrètfcd.

27


47/78

:.:.0 Bfgg`r`dt A`v`as cg Z`thfa Fddcvhtfcd

Z`vf`w`b sci` cg tn` ihfd tn`crf`s tnht nhv` trf`b tc udb`rsthdb hdb gcr`ehst tn` phtn cg r`thfa

`vcautfcd, ft nhs gcudb cut tnht tn`y b`serfj` jctn tn` bfgg`r`dt pnhs`s cg tn` bfgg`r`dt

`vcautfcds (Bhvfbscd `t ha., 86=7? A`vy `t ha., :


48/78

s`rvfe`s tnht bfb dct `xfst j`gcr`. Rn` sècdb cd`, fdst`hb, fs hjcut tn` bfgg`r`dt ecijfdhtfcd

cg h pr`s`dt s`t cg s`rvfe` fd h d`w ecde`pt.

Rn` ihfd hbvhdthm` cg tnfs tn`cry fs tnht ft haacws hdhaysts, sencahrs cr ihdhm`rs tc mfv` h

vhauhtfcd cg tn` fddcvhtfcd put fd hetfcd wftn h d`w bfstrfjutfcd gcriuah. Fdb``b, tnhdos tc

Aumaf `xpahdhtfcd ft fs pcssfja` tc rhdo tn` bfgg`r`dt d`w `dtrf`s fd r`thfa fdbustry, eahssfgyfdm

tnì fdtc prfihry cr sècdbhry fddcvhtfcd.

Ncw`v`r, accofdm b``p`r tc tnfs s`mi`dthtfcd hdb heecrbfdm tc tn` hutncr, wnfa` prfihry

fddcvhtfcd af`s tc r`spcdb tc h acw`r prfe` bìhdb, fd h prfe`-ecip`tftfcd se`dhrfc tnht rèhaas

gcr ihdy hspèts tn` wn`à tn`cry, sècdbhry fddcvhtfcd ecde`rds wftn tn` trhbfdm-up prce`ss

tnht gcaacw tnrcumn h s`rvfe` bìhdb, typfeha cg h ihturfty p`rfcb.

Fd h sujs`qu`dt fssu`, Aumaf (866>), gceusfdm icr` cd h strht`mfe hspèts, faaustrht`s

ncw h sècdbhry fddcvhtfcd fs ecipcs`b hdb n` hrmu`s tnht ft ecuab j` m`d`rht`b jhsfehaay

p`rgcrifdm cd tnr`` vhrfhja`; ecdt`dt, ecdt`xt hdb fdgrhstruetur`.

]n`d ft eci`s tc tn` gfrst cd`, tn` ecdt`dt, Aumaf hrmu`s tnht fddcvhtfcd ecuab j` r`hen

a`v`rhmfdm cd vhrfhja`s hjcut tn` rhdm` cg prcbuets. Hs h ihtt`r cg ghet, fddcvhtfcd ecuab j`

a`hb hetfdm cd tn` a`và cg s`rvfe` pr`s`dt fd tn` prcbuet hdb cd tn` ecipcsftfcd cg ft, tnht

i`hds jctn cd tn` wfbtn hdb tn` prccg cg tn` rhdm` rhtn`r tnhd tn` w`fmnt cg tn` bfgg`r`dt

jrhdbs.

Z`g`rrfdm tc tn` ecdt`xt, fdst`hb, tn` tnr`` tccas tnht h r`thfa`r ehd ihdhm` hr` ghefaftf`s ahycut,

eciicbfty-ràht`b ahycut hdb bfspahy.

Gfdhaay, tn` fdgrhstruetur` sètfcd ecde`rds fdvcavfdm tn` eustci`r fd tn` ec-er`htfcd cg vhau`

tnrcumn h ec-er`htfcd cg s`rvfe` fdsfb` tn` cuta`t.

Hs h ihtt`r cg ghet, Ehrbfdhaf (:


49/78

cp`rhtfv` fddcvhtfcd tc r`thfa ifx tccas, `dvfrcdi`dt hdb s`rvfe`s, tn` d`w, trhdsv`rs`

fddcvhtfcd, r`pr`s`dts haa tn` fssu`s ecde`rd`b `xp`rf`dtfha sncppfdm, t`endcacmfeha hdb

r`ahtfcdha fddcvhtfcd.

Rn`r`gcr` heecrbfdm tc Ehsthabc (:


50/78

cg tn`s` fddcvhtfcds hdb `v`dtuhaay ecds`qu`de`s cjthfd`b jut tn` b`vàcpi`dt hdb

fipaì`dthtfcd cg tnì.

Rn` r`suat nhs ecdgfri`b tn` bfstfdetfcd wnfen `xfst j`tw``d acdm`r t`ri strht`mfe hdb sncrt`r

t`ri cp`rhtfcdha fddcvhtfcd fd r`thfafdm (Nrstcv hdb Z`ydcabs, :


51/78

Fd ctn`r wcrb, Z`ydcabs `t ha. (:


52/78

er`htfdm strcdm r`ahtfcdsnfp wftn eaf`dts (cd` tc cd` ihro`tfdm) cr cgg`rfdm s`rvfe`s wnfen t`db

tc cv`reci` ecii`refha jcudbhrf`s.

Rc `xpahfd tnht, Ehrbfdhaf (:


53/78

:.5 Rn` \yrhifb cg Fddcvhtfcd

Heecrbfdm tc Ehrbfdhaf (:


54/78

Gfmur` 7. Rn` \yrhifb cg Fddcvhtfcd

scure`; Ehrbfdhaf, :


55/78

Rn` b`gfdftfcd cg prfihry fddcvhtfcd fs tn` shi` us`b fd aft`rhtur`, tnht fs (Aumaf,

86=7); tn` hpp`hrhde` cg h d`w bfstrfjutfcd gcriht cjthfd`b jy tn` suppay cg cd` cr icr` d`w

s`rvfe`s wnfen bfb dct j` pr`s`dt fd pr` `xfst`dt bfstrfjutfcd gcrihts.

Heecrbfdm tc trhbftfcdha vfsfcd, tn` d`w bfstrfjutfcd gcriht a`hbs cd tn` ihro`t prhetfefdm

fdg`rfcr prfe` pcafey, ehusfdm bfsecdtfdufty hdb strueturha hss`ts icbfgfehtfcd `ggèts hdb

ecip`tftfv` bydhifes hdb prfdefphaay hetfdm cd rhdm` cr prfdefpha tccas cg tn` trhbftfcdha r`thfa

ifx.

Heecrbfdm tc tnfs vf`w, sup`rihro`ts, nyp`rihro`ts, bfsecudts hr` `xhipa`s cg prfihry

fddcvhtfcd, jèhus` tn`y nhv` nhb rà`vhdt `ggèts cd ecip`tftfv` bydhifes, tn`y nhv` `dt`r`b

fd tn` ihro`t wftn hmmr`ssfv` prfe` pcafey hdb tn`y nhv` hggèt`b tn` `dtfr` suppay enhfd.

B`spft` ft, tn` d`w vfsfcd cg prfihry fddcvhtfcd fdtrcbue`b jy Ehrbfdhaf (:


56/78

Hgt`r tn` prfihry cd`, ft fs tn` tfi` tc hbbr`ss sècdbhry fddcvhtfcd; ft fs b`gfd`b hs

tn` hpp`hrhde` cg h d`w ecde`pt tnht ecijfd` bfgg`r`dt s`rvfe`s har`hby `xfst`b fd pr`vfcus

enhddàs fd h d`w why, wftncut hat`rfdm tn` ecr` jusfd`ss cg tn` eciphdy.

Hs h ihtt`r cg ghet, ft fs ehus`b jy hetfdm cd tn` rhdm` cg prcbuets ht h iherc a`và, wftncut

b`hafdm wftn strueturha phrhi`t`rs. Bfgg`r`dtay grci tn` prfihry cd`, ft ecdsfsts fd hd upmrhb`

cr icbfgfehtfcd cg b`phrti`dts wnfen har`hby `xfst fd tn` bfgg`r`dt stcr`s, hdb sc, ft m`d`rht`s

fddcvhtfcd wftncut hat`rfdm tn` prfdefpha jusfd`ss.

Rn`r`gcr` sècdbhry fddcvhtfcd r`pr`s`dts tn` hdsw`r tc h wfb` bìhdb cg ecii`refha

s`rvfe`s wnfen fs enhrhet`rfz`b jy h b``p`r s`mi`dthtfcd. Ht tnfs a`và r`thfa`rs bc dct hbb`b

d`w s`rvfe`s jut tn`y ecijfd` pr``xfst`dt cd`s tc shtfsgy d`w bìhdbs.

Ht tnfs a`và `hen eciphdy jufab hd cwd strht`my cg bfgg`r`dtfhtfcd, hdb tn` ahrm`r hfi fs tc nhv`

bfgg`r`dt ecde`pts tc mufb` tn` r`thfa ifx (rhdm`, prfe`s, prcictfcds, `xnfjftfcd sphe`) (Aumaf,

866>).

Rn` r`ha fddcvhtfv` ecdtrfjut` cg Ehrbfdhafs tn`cry fs tn` b`gfdftfcd cg h t`rtfhry

fddcvhtfcd.

Heecrbfdm tc tn` hutncr, ft r`pr`s`dts tn` nfb` ghe` cg r`thfa`r jrhdbfdm pcafey, hdb tnht

i`hds tnht bu` tc tn` ghet tnht stcr` fs hs bfgg`r`dt grci r`thfa`r jrhdb hs prcbuet fs grci

fdbustrfha jrhdb, r`thfa`rs nhs tc fddcvht` ecdtfducusay tn`fr prcbuets fd crb`r tc r`spèt tn`

jrhdb vhau`s hdb ifssfcd.

Uc, heecrbfdm tc tn` i`hdfdm cg r`thfa`r jrhdbfdm gcr tn` ecstui`r, tnht fs tn` fb`h wnfen

eustci`r b`vàcp hgt`r tn` sncppfdm `xp`rf`de` (Aumaf, 866>), ft nhs tc j` pr`s`rv`b hdb o`pt

`quha tnrcumn tn` tfi`. Rnfs fs cday pcssfja` puttfdm fd hetfcd ecdtfdufdm `vcautfcd tc tn`

sncppfdm `xp`rf`de` fd crb`r tc mfv` fb`dtfty tc tn` bfgg`r`dt r`thfa`rs.

Rnfs ofdb cg fddcvhtfcd fs b`ha jy h r`thfa`r cday wn`d ft nhs henf`v`b hd fdb`p`db`dt ihro`tfdm

rca`, ìhdefphtfdm grci tn` ihdughetur` fdbustry hdb jèci` hja` tc erht` fts fihm`, fts

pcsftfcd hdb ihdhm` tn` bfgg`r`dt tccas cg cp`rhtfv` hdb strht`mfe ihro`tfdm.

Hs t`rtfhry fddcvhtfcd, ft r`pr`s`dts tn` hdsw`r tc tn` `vcautfcd cg bìcmrhpnfe,

afg`stya` hdb scefha-euaturha vhau`s. Rc henf`v` tnht, r`thfa`rs nhv` tc acco gcr str`dmtn strht`mfeha

phrtd`rsnfps fd crb`r tc jufab nfmn jhrrf`rs tc fifthtfcd hdb cgg`r nfmn quhafty s`rvfe`s, wnfen

ehd ecip`t` wftn spèfhafsts cg tnht sètcr.

Uc, tc henf`v` ht h ecip`tftfv` hbvhdthm`, Ehrbfdhaf (:


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wftn `xt`rdha eciphdf`s. Rn`s` twc hsp`et hr` eruefha gcr tn` suee`ss cg tn` fipa`i`dthtfcd cg

tn` fddcvhtfcd hdb fts p`rsfst`dt fd tn` tfi`.

Ncw`v`r, b`spft` `v`rytnfdm r`mhrba`ss, tn`r` hr` twc `dbfdm ecdsfb`rhtfcds tnht

Ehrbfdha (:


58/78

0>


59/78

5 H d`w Grhi`wcro gcr Z`thfa

Fddcvhtfcd

5.8 Ecdtfdufdm Fddcvhtfcd

Z`thfa fddcvhtfcd ecuab j` b`gfd`b hs tnht prce`ss wnfen hfis tc `vcav` tn` icb`rd bfstrfjutfcd

systì fd crb`r tc hdsw`r tc bfgg`r`dt d``bs, j` ecip`tftfv` hdb m`d`rht` vhau` (fdb`p`db`dtay

grci tn` fdbustry; tnht i`hds ft ehd j` hbhpt`b tc ghst ecstui`r pheohm`b mccbs tc ghsnfcd cràètrcdfe mccbs, gcr `xhipa`), heecrbfdm tc bfgg`r`dt brfv`rs wnfen a`hb tn` enhdmfdm phtn.

Heecrbfdm tc Ehrbfdhaf (:


60/78

Uc, ft fs sncwd (Ghjrfs, :


61/78

Z`e`dtay ]faafhi N. Uhftc (:


62/78

5.: Rn` U`rvfe`-bcifdhdt acmfe br`ss`b up wftnr`thfa fddcvhtfcd

Fd tnfs s`etfcd ft wfaa mfv` tn` r`thfa fdt`rpr`thtfcd cg tn` t`d gcudbhtfcdha pr`ifs`s wnfen nhs

j``d b`gfd`b jy Whrmc hdb Ausn (:


63/78

Zàht`b tc tnfs gfrst ihfd ecde`pt, tn`r` hr` ctn`r twc G\s, wnfen shy; fdbfrèt

`xenhdm` ihsos tn` gudbhi`dtha jhsfs cg `xenhdm` hdb mccbs hr` h bfstrfjutfcd iènhdfsi

gcr s`rvfe` prcvfsfcd. Heecrbfdm tc Whrmc hdb Ausn (:


64/78

Rnfs hspèt ehd j` icstay gcudb fdtc r`thfa`rs prhetfe`s wn`d ft eci`s tc EZI hdb acyhaty

`xp`rf`de`s. Hs h ihtt`r cg ghet, r`thfa`rs nhs j``d b`vàcpfdm systìs cg bhth hdhaysfs fd crb`r

tc udb`rsthdb dct cday tn` sncppfdm j`nhvfcr cg tn` eustci`r, jut tn` ecdsuiptfcd j`nhvfcr

hs wàa, typfeha cg ihdughetur`b eciphdf`s (Ehrbfdhaf, :


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wnfa` prìfui stcr`s gceus cd bfgg`r`dtfhtfcd hdb quhafty, tn` e`dtrha pcfdt cg `xenhdm` hdb

tnhd, cg fddcvhtfcd, fs hawhys s`rvfe`. Hs h ihtt`r cg ghet, wn`d h bfsecudt (cr hdctn`r ecst

a`hb`rsnfp strht`my stcr`) sàa prcbuets ht tn` acw`st prfe`, ft fs cgg`rfdm tn` s`rvfe` cg j`fdm sc

`ggfef`dt tc muhrhdt`` h prfe` a`hb`rsnfp. Cd tn` ctn`r nhdb, prìfui r`thfa`rs, wnfen hr` ht tn`

hdtfpcb`s, ìj`bb`b tn` s`rvfe` ecde`pt icr` udb`rsthdbhja` jèhus` tn`y eciiudfeht` ft,

hdb jèhus` tn`y gceus cd hee`sscrf`s s`rvfe`s.

Ncw`v`r, b`spft` tn` typ` cg s`rvfe` tnht h r`thfa`r fs gceusfdm cd, ft nhs dè`sshry tc rècmdfz`

tnht haa r`thfa fdbustry fs h s`rvfe` ècdciy.

Hdhayz`b tn`s` hspèts, ft fs tfi` tc hbbr`ss h bfgg`r`dt tcpfe, wnfen sncws eustci`r hs

ec-er`htcr cg vhau`, hdb tn` sujs`qu`dtay hspèt wnfen hrmu`s tnht `dt`rprfs` ehddct bàfv`r

vhau`, jut cday cgg`r vhau` prcpcsftfcds. Rn`s` twc hspèts (ràht`b wftn tn` prè`b`dts) jrfdm

tn` fb`h tnht; h s`rvfe`-e`dt`r`b vf`w fs fdn`r`dtay eustci`r crf`dt`b hdb ràhtfcdha.

Ft nhs j``d har`hby dct`b ncw EZI fs fipcrthdt gcr tn` er`htfcd cg h ecip`tftfv` hbvhdthm` gcr

r`thfa`rs, hdb dcw ft fs fipcrthdt tc gceus `v`d icr` cd eustci`rs, gfdbfdm cut d`w kcurd`y hdb

b`vàcpfdm bfgg`r`dt tèndcacmy (fdeaubfdm tn` fdt`rd`t) fd crb`r tc b`vàcp d`w grcdtf`rs fd

tn` ràhtfcdsnfp j`tw``d r`thfa`r hdb ecstui`r (Jciià `t ha., :


66/78


67/78

]n`d ft eci`s tc r`thfa, tnfs fs strfetay ecddèt`b wftn tn` sncppfdm xp`rf`de`; fd ghets hgt`r

nhvfdm fb`dtfgf`b tn` bfgg`r`dt thrm`ts, `hen r`thfa`r sncuab b`sfmd hd hpprcprfht` `xp`rf`de`

ecn`r`dt wftn fts vhau`s, udfqu` gcr eustci`rs, fd crb`r tc er`ht` vhau` tnht shtfsgy tn` bfgg`r`dt

d``bs, mfvfdm tn` nfmn`r a`và cg vhau` pcssfja` tc tncs` eustci`rs s`rv`b jy ft.

Ecdeaub`b tnfs sètfcd, ft fs dè`sshry tc acco cv`r tn` hehbìfeha hdb ecde`ptuha fssu`s fd

crb`r tc `xtrhet fipafehtfcds wnfen ehd j` nàpgua gcr jctn sencahrs hdb r`thfa`rs hdb wnc`v`r

kcfd tnfs fdbustry.

7=


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5.:.8 Fipaf`s gcr r`thfa`rs hdb sencahrs

Bèafdfdm tn` icst rè`dt hdb ecipa`t` tn`cry cg s`rvfe` tc r`thfa hdb r`thfa fddcvhtfcd fs h

sthrtfdm pcfdt tc hbbr`ss tnfs tcpfe tnrcumn h bfgg`r`dt grhi`wcro. Rnfs icbà t`db tc shtfsgy

j`tt`r tnhd tn` `xfstfdm cd` jctn tn` stuby, hdb tn` suppcrt cg icb`rd r`thfa fddcvhtfcd

jèhus` ft fs jhs`b cd s`rvfe`, wnfen fddcvhtfcd fs ecdtfdufdm gcr b`gfdftfcd (Z`ydcabs `t ha.,

:


69/78

Gfrst cg haa, bu` tc tn` ghet tnht s`rvfe` fs b`gfd`b hs h ecijfdhtfcd cg odcwa`bm` hdb

sofaas, wn`d ft eci`s tc r`thfa`rs, s`rvfe` fddcvhtfcd ecuab j` henf`v`b tnrcumn odcwa`bm`

hdb sofaas fddcvhtfcd.

Rnfs hspèt fs fipcrthdt jèhus` ft stht`s tnfs ofdb cg fddcvhtfcd fdsfb` tn` grhi`wcro cg

odcwa`bm` ècdciy, hdb sc ft iho`s hbhpthja` h s`rf`s cg ecde`pts hdb aft`rhtur` tnht fs nhvfdm

h e`rthfd fdt`r`st hicdm hehbìfes hdb dct cday, ecdtrfjutfdm tc tn` ì`rmfdm cg tn`s` tcpfes

cg r`s`hren grci Efdb`ràah sthtus, grci j`fdm d`maèt`b hdb ihrmfdha, tc henf`vfdm wfb`

rècmdftfcd hs j`fdm wcrtny cg s`rfcus stuby (Ifa`s, :


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Gfdhaay accofdm r`thfa`r hs r`scure` fdt`mrhtcrs mfv`s tn` prcspètfv` tnht fddcvhtfcd

ehd j` a`hb`b jy tn` fdt`mrhtfcd cg bfgg`r`dt r`scure`s fd crb`r tc ihdhm` tn` pr`s`dt

eht`mcrf`s wftn h spèfhafstfe hdb `ggètfv` hpprchen hdb tn` ecdscafbhtfcd cg bfgg`r`dt

jusfd`ss`s tnht haacws tc ihdhm` d`w hr`hs cr b`vàcp tn` `xfstfdm cd` wftn h ercss eht`mcry

hpprchen, jrfdmfdm h ncrfzcdtha fddcvhtfcd cd tnì.

Rnfs i`hds tnht r`thfa`rs nhv` tc fdt`mrht` bfgg`r`dt sofaas fg tn`y whdt tc j` ecip`tftfv` cd tn`fr

ecr` jusfd`ss cd tn` cd` sfb` (bfgg`r`dtfhtfcd jrcumnt grci ctn`r sètcrs hdb spèfhaftf`s) hdb

wftn ctn`r pahy`rs fd hd fdt`r-gcriht hdb fdt`r-s etcr ecip`tftfcd cd tn` ctn`r sfb`.

=


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5.5 Ecdeausfcds

Heecrbfdm tc tn` bfgg`r`dt tn`crf`s hdb grhi`wcros sncwd fd jctn enhpt`r cd` hdb twc, ft fs

acmfeha tc hrmu` tnht r`thfa fddcvhtfcd ecuab hdb sncuab j` stubf`b wftn h s`rvfe`-bcifdhdt acmfe

hpprchen.

Rnfs hspèt nhs j``d sncwd fd tnfs php`r udb`rsthdbfdm tnht h phrt cg r`thfa fddcvhtfcd ehd j`

b`gfd`b ecdtfducus, hs ft nhs j``d ihb` wn`d ft eci`s tc s`rvfe` fddcvhtfcd.

Rnus, fg s`rvfe`-bcifdhdt acmfe nhs j``d hja` tc b`serfj` hdb fdt`rpr`t r`thfa fddcvhtfcd,

r`thfa`rs hdb hehbìfes sncuab acco ht ft tnrcumn s`rvfe` fddcvhtfcd stubf`s.

Rnfs pcfdt cp`ds h d`w gfàb cg pcssfja` r`s`hren wnfen sncuab put fd hetfcd fd crb`r tc

fdv`stfmht` ncw tc b`ha wftn s`rvfe` fddcvhtfcd wn`d ft eci`s tc r`thfafdm hdb fts ecdtfducs

fddcvhtfcd hdb icr` wnht ecuab j` tn` `ggètfv` fipafehtfcds cg tnfs hpprchen cd r`thfa`rs,

accofdm ht tnì wftn hd ìpfrfeha hpprchen, wnfen ecuab a`hb ht d`w i`trfes cg fddcvhtfcd

i`hsurì`dt fd crb`r tc eahssfgy hdb b`serfj` s`rvfe` fddcvhtfcd.

Haa tn`s` hspèts hr` h ea`hr sujs`qu`dt cg wnht ecde`ptuhafz`b wftn tnfs php`r, jut j`gcr`

sthrtfdm tc hdhayz` tnì ft fs dè`sshry h swften cg tn` pcfdt cg vf`wus`b jy hehbìfes hdb

r`thfa`rs tc hbbr`ss r`thfa fddcvhtfcd, ht h ecde`pt a`và.

=8


72/78

=:


73/78

Z`g`r`de`s

Hab`rscd ]rc` (860=). Ihro`tfdm J`nhvfcur hdb @xètufv` Hetfcd; H Gudetfcdhafst Hpprchen

tc Ihro`tfdm Rn`cry. Nci`wccb, FA.

Hrdcuab @. K. (:5). "Zàhtfcdsnfp Ihro`tfdm", fd @i`rmfdm \`rspètfv`s cg U`rvè`sIhro`tfdm. Hi`rfehd Ihro`tfdm Hsscefhtfcd,, :0-:>.

Jftd`r I., Jrcwd U., Mcua I., Prjhd U. (:


74/78

Ecco Bhvfb \., Mcn Encd-Nuht, Enudm En`d N. (8666). U`rvfe` Rypcacmf`s; H Utht` cg tn`

Hrt Uurv`y. \rcbuetfcd hdb Cp`rhtfcds Ihdhm`i`dt, >.

Bhvfbscd ]. Z., Jht`s H. B., Jhss U. K. (86=7). Rn` Z`thfa Afg` Eyea`. Nhrvhrb Jusfd`ss

Z`vf`w, 02, >6-67.

Bhvfbscd ]. Z., Bccby H. G., Uw``d`y B. K. (86=5.

Br``sihd H. E. Z. (867>). \htt`rds cg @vcatufcd fd Z`thfafdm. Kcurdha cg Z`thfafdm, 22, 72->8.

Bubpufs I. (:


75/78

Mrcdrccs Enrfstfhd (866:). H I`hds-@db Enhfd Icb`a Jhs`b cd Edsui`r Eht`mcrfzhtfcd

\rce`ss`s. Kcurdha cg Ihro`tfdm, 87, 0>0->6.

Nfaa R. \. (86==). Cd Mccbs hdb U`rvfe`s. Z`vf`w cg Fdeci` hdb ]`hatn, :5, 580-55>.

Ncaahdb`r U. E. (8677). Dct`s cd tn` Z`thfa Heerbfcd . Kcurdha cg Z`thfafdm, 2:, :6-2


76/78

Aceoy`r (86>7) (86>7). U`rvfe` - h \caìfe hdb h \rcpcsha. Fdt`rdhtfcd Kcurdha cg Cp`rhtfcds

& \rcbuetfcd Ihdhmì`dt.

Acvàceo E. N. (86>5). Eahssfgyfdm U`rvfe`s tc Mhfd Utrht`mfe Ihro`tfdm Fdsfmnts. Kcurdha cg

Ihro`tfdm, 2=, 6-:


77/78

Dystrci \hua (8680). Rn` @ecdcifes cg Z`thfafdm. Wcas. 8 hdb :. D`w Vcro; Zcdhab \r`ss.

Co` H. (:). Z`ha-Rfi` Ihro`tfdm. Ihro`tfdm

Ihdhmì`dt, =, :>-5=.

Cstrci @. (8667). Ercssfdm tn` Mr`ht Bfvfb`; Ecprcbutefcd, Uyd`rmy hdb B`vàcpi`dt.

]crab B`vàcpi`dt, :2.

\hai`r I. (:


78/78

Upcnr`r Kfi, Ihmafc \hua \. (:

a service-dominant logic prospective to retail innovation

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