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Book Chapter

Service-Dominant Logic: Inward and Outward Views

  • Cantone L
  • Testa P
  • Marrone T
DOI: 10.1007/978-3-319-98512-1_30
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Abstract

… new evolving brand logic parallels and reflects the new evolving service-dominant logic in marketing … is related to the definition of the business equation in new venture initiatives … Service systems are “value co-creation configurations of people, technology, and value propositions …

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APA

Cantone, L., Testa, P., & Marrone, T. (2019). Service-Dominant Logic: Inward and Outward Views (pp. 675–710). https://doi.org/10.1007/978-3-319-98512-1_30

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