Whats Next For Services Marketing

1
Whats Next For Services Marketing?
Stephen Brown Center for Services
Leadership W.P. Carey School of Business Arizona
State University wpcarey.asu.edu/csl SERVSIG
Doctoral Consortium October 27, 2004
2
Options for Services Marketing

• Abandon the field and declare victory
• Abandon core paradigm, rethink this paradigm or
  create a new one
• Abandon core paradigm and seek multiple new
  paradigms

3
Provocative 2004 Articles

• Vargo and Lusch, Evolving to a New
  Dominant-Logic for Marketing, JM, January 2004
• Vargo and Lusch, The Four Services Marketing
  Myths, JSR, May 2004
• Lovelock and Gummesson, Whither Services
  Marketing, JSR, August 2004

4
Is Services Marketing the New Marketing?

• To the enlightened business community, yes
• To the marketing academic community, no, not yet

4
5
Services Marketings Paradigm

• The early goods vs. services debate
• Intangibility, heterogeneity, inseparability and
  perishability (IHIP)

6
Other Paradigms

• Rental/access paradigm
• Co-production or co-creation of
• value paradigm

7
Related Key Articles

• Shostack, Breaking Free from Product Marketing,
  JM, April 1997
• Fisk, Brown and Bitner, Tracking the Evolution
  of the Services Marketing Literature, Journal of
  Retailing, Spring 1993
• Berry and Parasuraman, Building a New Academic
  Field the Case of Services Marketing, Journal
  of Retailing, Spring 1993
• Fisk, Grove and John, Services Marketing
  Self-Portraits Introspections, Reflections and
  Gilmpses from the Experts, Chicago American
  Marketing Association, 2000

8
Center for Services Leadership Bridging Both
Communities
Actionable Research
Student Education
Executive Education
9
CSL Member Companies
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CSL Member Companies