[論文研究] Service-Dominant Logic – How Does This Impact Today’s Agent?

撰文者： 高妤寧
文章名稱：Service-Dominant Logic – How Does This Impact Today’s Agent?
出        處：KELLER CENTER RESEARCH REPORT By Kenneth Le Meunier-FitzHugh, PhD

•摘要：

            ‘How can an alternative view of the firm’s value proposition, informed by S-D Logic, be visualized?’這是這篇Paper試圖回答的問題，其中包含了幾項重點。

            The organization rolled out the new, customer-oriented philosophy through a series of staff conferences, discussion groups and workshops. The company sought to shift their focus toward S-D logic, putting the customer at the center of their sales and marketing efforts.

1. 將SD-Logic用於建築業- 

於該企業轉型時,採用SD-Logic概念(把消費者放中間)來審視顧客旅程

2. Six important implications

3. 該怎麼利用SD-Logic來可視化公司的價值主張的觀點、SD Logic 讓企業可以審視有哪些有價值的活動，進而評估企業的價值創造能力(因為Vargo認為價值是可以被創造的)

•介紹：

The company sought to shift their focus toward S-D logic, putting the customer

 at

the center of their sales and marketing efforts.

       The organization rolled out the new, customer-oriented philosophy through a series of staff conferences, discussion groups and workshops. The company’s new stated mission is, “To share our customers’ passion and to work with them to create and deliver with pride the home they want. Put simply, ‘Inspired by You!’” The ultimate goal was to shift all staff to this new paradigm so that they could deliver the customer’s “dream home.”

•Data來源：英國的房屋建築商

  Homebuilding branch of a UK-headquartered construction firm

•研究方法：9個半結構式訪談對象+外部資料

Collected through nine semi-structured, face-to-face  interviews with numerous company representatives spanning the roles of Group Sales and Marketing Director to the Regional Salesperson.And Second data- Data was also collected from a review of company assets, including presentations, sales literature, press advertisements and website pages.