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MARKETING SOLUTIONS IN ACCORDANCE WITH THE S-D LOGIC: CO-CREATING VALUE WITH CUSTOMER NETWORK
ACTORSBY COVA & SALLE
Page 1
September 20, 2012Greedy 5
Page 2
B2B MARKETING HISTORY
Goods Goods/Services
Solutions
Goods-dominated logic
Service-dominated logic
10 years
Page 3
CO-CREATION
Products
Experiences
Value-added
Value co-
created
Supply chain
Value creating network
ConclusionThe missing link in B2B offering strategy in terms of solutions is the lack of co-creation of value in customers and suppliers networks
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Hotel
Delivery
SvanenChemicals Laundry
machines
Laundry wash
Solution = Co-Creating Value