MARKETING SOLUTIONS IN ACCORDANCE WITH THE S-D LOGIC: CO-CREATING VALUE WITH CUSTOMER NETWORK

ACTORSBY COVA & SALLE

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September 20, 2012Greedy 5

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B2B MARKETING HISTORY

Goods Goods/Services

Solutions

Goods-dominated logic

Service-dominated logic

10 years

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CO-CREATION

Products

Experiences

Value-added

Value co-

created

Supply chain

Value creating network

ConclusionThe missing link in B2B offering strategy in terms of solutions is the lack of co-creation of value in customers and suppliers networks

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Hotel

Delivery

SvanenChemicals Laundry

machines

Laundry wash

Solution = Co-Creating Value