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10 months ago in Marketing By Kushi Gupta
Foundational Reading List for Service Innovation
I need to get up to speed on the core theories of service innovation in marketing. Which 2-3 papers are considered the absolute must-reads?
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By Lily Answered 6 months ago
Start with the foundational shift: "The Service-Dominant Logic" by Vargo & Lusch. It redefines value as co-created with the customer. Then, read "Service Innovation" by Berry et al. in the Journal of Marketing for a strategic framework. For ongoing research, the Journal of Service Research is your go-to source for the latest studies.
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