Abstract
| Language | English |
|---|---|
| Pages | 519-533 |
| Journal | Journal of Marketing Management |
| Volume | 25 |
| Issue number | 5/6 |
| DOIs | |
| Publication status | Published - 2009 |
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Potter and the Service-Dominant Logic of Marketing: A Cautionary Tale. / Brown, Stephen; Patterson, Anthony.
In: Journal of Marketing Management, Vol. 25, No. 5/6, 2009, p. 519-533.Research output: Contribution to journal › Article
TY - JOUR
T1 - Potter and the Service-Dominant Logic of Marketing: A Cautionary Tale
AU - Brown, Stephen
AU - Patterson, Anthony
PY - 2009
Y1 - 2009
N2 - Much has been written about Service-Dominant Logic, Vargo and Lusch's vaunted contention that service isn't an add-on to goods but goods are tangible reminders of service. Most of these writings are conceptual rather than empirical, however. This paper adds an empirical dimension to SDL by means of a qualitative study of the Harry Potter phenomenon. It shows that although Harry Potter can be successfully viewed through V&L's lens, the picture is not crystal clear. So vague is the resultant image, in fact, that SDL should be handled with considerable care and more than a modicum of caution.
AB - Much has been written about Service-Dominant Logic, Vargo and Lusch's vaunted contention that service isn't an add-on to goods but goods are tangible reminders of service. Most of these writings are conceptual rather than empirical, however. This paper adds an empirical dimension to SDL by means of a qualitative study of the Harry Potter phenomenon. It shows that although Harry Potter can be successfully viewed through V&L's lens, the picture is not crystal clear. So vague is the resultant image, in fact, that SDL should be handled with considerable care and more than a modicum of caution.
U2 - 10.1362/026725709X461830
DO - 10.1362/026725709X461830
M3 - Article
VL - 25
SP - 519
EP - 533
JO - Journal of Marketing Management
T2 - Journal of Marketing Management
JF - Journal of Marketing Management
SN - 0267-257X
IS - 5/6
ER -