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

2010/07/22 by Stephen L. Vargo, Robert F. Lusch · 1,443 citations
Business, Management and Accounting · #Business #Business Strategy and Innovation #Computer science #Conceptualization #Customer Service Quality and Loyalty #Mainstream #Marketing #Marketing management #Marketing research #Perspective (graphical) #Political science #Relationship marketing #Service (business) #Service and Product Innovation #Service-dominant logic #Social exchange theory #Sociology #Value (mathematics)

paper · doi:10.1016/j.indmarman.2010.06.026

published in Industrial Marketing Management 40(2), 181-187 (Elsevier BV)

openalex publication_date 2010/07/22 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/28

Citations

• The Strength of Weak Ties
• The New Institutional Economics: Taking Stock, Looking Ahead

Cited by

• Theory map of business marketing: Relationships and networks perspectives
• Leveraging consumer behavior research to forge new insights into B2B buyer behavior: Contextualizing extant research and developing a research agenda
• Network management in the era of ecosystems: Systematic review and management framework
• From promise to perspective: Reconsidering value propositions from a service-dominant logic orientation
• Effects of Tourist-to-Tourist Interactions on Experience Cocreation: A Self-Determination Theory Perspective
• Institutions and axioms: an extension and update of service-dominant logic
• Business models as service strategy
• Trade fairs as engagement platforms: the interplay between physical and virtual touch points
• Distributed Tuning of Boundary Resources: The Case of Apple’s iOS Service System1
• Co-experience, co-production and co-governance: an ecosystem approach to the analysis of value creation
• Service-dominant logic 2025
• A Macromarketing Response to Crisis – Creating Shared Value for Market Recovery
• A theoretical framework for studying the co-creation of innovative solutions and public value
• Structuring servitization-related research
• CSR and Customer Value Co-creation Behavior: The Moderation Mechanisms of Servant Leadership and Relationship Marketing Orientation
• Towards an Anthropology of Services
• Service Innovation: A Service-Dominant Logic Perspective1
• Value co-creation in healthcare: evidence from innovative therapeutic alternatives for hereditary angioedema. [europepmc]
• The interaction between social media, knowledge management and service quality: A decision tree analysis. [europepmc]
• Stakeholder engagement for innovation management and entrepreneurial development: A meta-analysis. [europepmc]
• Evolution of MSCP-Enabled Healthcare Ecosystem: A Case of China. [europepmc]
• A Techno-Business Platform to Improve Customer Experience Following the Brand Crisis Recovery: A B2B Perspective. [europepmc]
• Exploration on the Core Elements of Value Co-creation Driven by AI-Measurement of Consumer Cognitive Attitude Based on Q-Methodology. [europepmc]
• Exploring engagement, well-being, and welfare on engagement platforms: Insight into the personal service sector from the DACH region. [europepmc]
• The influence of patient self-efficacy on value co-creation behavior and outcomes in chronic disease management: a cross-sectional study. [europepmc]
• Precursors of interactional value formation through digital banking interactions. [europepmc]
• Transformative Value Co-creation in Healthcare Services in the COVID-19 Era: The Case of Centro Cardiologico Monzino [europepmc]
• Cocreating transformative value propositions with customers experiencing vulnerability during humanitarian crises [europepmc]