Abstract
Purpose – This paper aims to explore the implications of service dominant logic (SDL) on the marketing/entrepreneurship interface. Design/methodology/approach – This paper integrates research from co/creation and service dominant logic with entrepreneurship to explore the value of SDL for entrepreneurial marketing organizations. Findings – This paper offers insights on: the implications of SDL for entrepreneurship; the value of co/creation in an entrepreneurial context; and an exploration of risk and co/creation, mass customization, and scale production in an entrepreneurial marketing context. Originality/value – This paper contributes to the work of both academics and executives attempting to better understand the concepts of SDL and co/creation and how they might be leveraged to create advantage. In addition, a set of research implications is offered pertaining to co/creation and SDL in an entrepreneurial marketing context.
Original language | English |
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Pages (from-to) | 57-69 |
Number of pages | 13 |
Journal | Journal of Research in Marketing and Entrepreneurship |
Volume | 10 |
Issue number | 1 |
DOIs | |
Publication status | Published - 10 Oct 2009 |