Transcript Service-Dominant Logic: Progress and Prospects

Service-Dominant Logic:
Progress and Prospects
S-D
Logic
AMA Summer Educators’ Conference
August 5, 2007
Stephen L. Vargo, University of Hawai’i at Manoa
Robert F. Lusch, University of Arizona
Melissa Akaka, University of Hawai’i at Manoa
Yi He, University of Hawai’i at Manoa
Do not reproduce or use without permission of Stephen L. Vargo
Getting the Logic Right
S-D 
Logic
The greatest danger in times of turbulence is not the
turbulence: it is to act with yesterday’s logic.


What is needed is…a marketing interpretation of the
whole process of creating utility.


Peter F. Drucker
Wroe Alderson
The main power base of paradigms may be in the fact
that they are taken for granted and not explicitly
questioned.

Johan Arndt
Value Proposition: There are alternative logics for
understanding markets and marketing

S-D logic is more robust and better suited to the long-term
viability of marketing

(as a professional practice, science, and societal contributor).
Goods-dominant (G-D) Logic
S-D
Logic



Purpose of economic activity is to make and
distribute units of output, preferably tangible
(i.e., goods)
Goods are embedded with utility (value)
during manufacturing
Goal is to maximize profit through the
efficient production and distribution of goods

goods should be standardized, produced away
from the market, and inventoried till demanded
Firms exist to make and sell goods
Services: The G-D Logic Perspective
S-D
Logic

Services are:


Value-enhancing add-ons for goods, or
A particular (somewhat inferior) type good,
characterized by:




Intangibility
Heterogeneity (non-standardization)
Inseparability (of production and consumption)
Perishability
The Roots of GD logic
S-D
Logic

Smith’s Bifurcation

Positive foundation of exchange:


specialized knowledge, labor (service), Value-in-use
Normative model of (national) wealth creation:

Value-in-exchange and “production”


Say’s Utility:



Creation of surplus, exportable tangible goods
Usefulness (value-in-use)
Morphed into a property of products (value-in-exchange)
Development of Economic Science

Built on Newtonian Mechanics



Matter, with properties
Deterministic relationships
The science of exchange of things (products), embedded
with properties (“utiles”)
Uneasiness with Dominant Model
S-D
Logic

Characterizations of G-D logic






“marketing myopia” (Levitt 1960),
“manufacturing logic” (e.g., Normann 2001),
“old enterprise logic” (Zuboff and Maxmin 2002)
What is needed is not an interpretation of utility created by
marketing, but a marketing interpretation of the whole process of
creating utility” (Alderson, 1957)
“The historical marketing management function, based on the
microeconomic maximization paradigm, must be critically
examined for its relevance to marketing theory and practice.”
Webster (1992)
“The very nature of network organization, the kinds of theories
useful to its understanding, and the potential impact on the
organization of consumption all suggest that a paradigm shift for
marketing may not be far over the horizon.” Achrol and Kotler
(1999)
Sub-disciplinary Divergences and
Convergences
S-D
Logic

Business-to-Business Marketing

From differences


To emerging new principles


From differences:


Inseparability, heterogeneity, etc.
To emerging new principles:


Interactivity, relationship, network theory, etc
Service(s) Marketing


Derived demand, professional buyers, flocculating demand, etc
Relationship, perceived quality, customer equity, etc.
Other Sub-disciplines
Other Intra-marketing initiatives

e.g., interpretive research, Consumer culture theory, etc.



From deterministic models to emergent properties
From products to experiences
From embedded value to individual meanings and life theme
A Partial Pedigree
S-D
Logic

Services and Relationship Marketing


Theory of the firm




Hunt (2000; 2002); Constantin and Lusch (1994)
Network Theory


(Prahalad and Hamel (1990); Day 1994)
Resource-Advantage Theory and Resource-Management
Strategies


Penrose (1959)
Core Competency Theory


e.g., Shostack (1977); Berry (1983); Gummesson (1994) ;
Gronroos (1994); etc.
(Hakansson and Snehota 1995)
Interpretive research and Consumer Culture theory
Experience Marketing
B2B Marketing/Value Creation
Service-Dominant Logic Basics
S-D
Logic

Service, rather than goods, is the focus of
economic and social exchange


i.e., Service is exchanged for service
Essential Concepts and Components

Service: the application of competences for the
benefit of another entity





Service (singular) is a process—distinct from “services”—
particular types of goods
Shifts primary focus to “operant resources” from
“operand resources”
Sees value as always co-created
Sees goods as appliances for service delivery
Implies all economies are service economies

All businesses are service businesses
Revised Foundational Premises
S-D
Logic FP1
The application of specialized
Service is the fundamental basis of
skill(s) and knowledge is the
exchange.
fundamental unit of exchange.
FP2
Indirect exchange masks the
Indirect exchange masks the
fundamental unit of exchange. fundamental basis of exchange.
FP3
Goods are a distribution
mechanism for service
provision.
Goods are distribution mechanisms
for service provision.
FP4
Knowledge is the fundamental
source of competitive
advantage
Operant resources are the
FP5
All economies are services
economies.
All economies are service economies.
fundamental source of competitive
advantage
Revised Foundational Premises
S-D
Logic
FP6
The customer is always a coproducer
The customer is always a cocreator of value
FP7
The enterprise can only make
value propositions
The enterprise can not deliver
value, but only offer value
propositions
FP8
A service-centered view is
customer oriented and
relational.
A service-centered view is
inherently customer oriented and
relational.
FP9
Organizations exist to integrate All economic and social actors
and transform microspecialized are resource integrators
competencies into complex
services that are demanded in
the marketplace
FP10
Value is always uniquely and
phenomenological determined
by the beneficiary
Misconceptions of S-D logic
S-D
Logic

It reflects the transition to a services era



In S-D logic, all economies are service economies
It simply replaces goods with services in
primary importance
It is a theory


S-D logic is a logic, a mindset, a lens, but not a
theory
Could provide the foundation for a grand theory of
exchange



General Theory of the market and marketing
Foundation for service science
Reformulation of economic theory
S-D Logic Knowledge Integration
S-D
Logic
“The new dominant logic has important
implications for marketing theory, practice, and
pedagogy, as well as for general management
and public policy. … The ideas expressed in the
article and the commentaries will undoubtedly
provoke a variety of reactions from readers of
the Journal of Marketing.”
- Ruth Bolton, Editor, Journal of Marketing (2004)
Breadth of Knowledge Integration
S-D
Logic
Category
Time Cited/Mentioned
Social Science Citation Index
65
Business Source Premier
105
Google.com/scholar
264
Google.com
550
Conferences* (call for papers and presentations)
22
Marketing Courses* (subjects and reading lists)
13
Website Posts* (e.g., blogs)
172
*as of December 2006
Integration in Marketing Literature
S-D
Logic
Citations
JM
8
JPPM
6
JSR
4
JBM
IJSIM
2
0
IMR
EJM
MS
IMM
JR
JBR
Numbers based on Social Science Citation Index.
Journal of Marketing (7)
Journal of Service Research (7)
International Journal of Service
Industry Management (7)
European Journal of Marketing (5)
Industrial Marketing Management (5)
Journal of Business Research (4)
Journal of Retailing (3)
Marketing Science (3)
International Marketing Review (2)
Journal of Business-to-Business
Marketing (2)
Journal of Public Policy & Marketing (2)
Main Sub-themes of Integration
S-D
Logic
Three main sub-themes underlying the knowledge
integration focus on core concepts of S-D logic:
Theory
Management
20
15
10
5
0
Institutions
Relationship
Service
Macro
SDL meaning of service
Resource-based
perspective
Process of value cocreation
C.B.
The categorization is adapted from marketing schools of thought presented by Shaw and Jones (2005). The
numbers represent selected citations relating to or elaborating upon S-D logic (Vargo and Lusch 2004).
Elaborations on Core Concepts (1)
S-D
Logic

S-D Logic Meaning of Service

“Service” as a new and dominant logic

Rethinking service marketing

Technology-driven service-orientation
(e.g,
Achrol and Kotler 2006; Ballantyne and Varey 2006; Bolton and Alba
2006; Brodie, Pels and Saren 2006; Jaworski and Kohli 2006)
(e.g., Edvardsson et al.
2006; Brown and Bitner 2006; Lovelock and Gummesson 2004;
Gronroos 2006)
(e.g., Rust
2004; Rust and Espinoza 2006; Shugan 2004)

The symbolic nature of service
(e.g., Venkatesh,
Penaloza and Firat 2006; Brodie, Pels and Saren 2006)
Elaborations on Core Concepts (2)
S-D
Logic

Resource-Based Perspective

Elaborations on the concept of resources
(e.g.,
Arnould 2006; Arnould, Price and Malshe 2006; Hunt and
Madhavaram 2006)

Resources as a competitive advantage
(e.g.,
Hunt and Madhavaram 2006; Lusch et al. 2007)

Integration of resources within networks or
systems of exchange (e.g., Flint and Mentzer 2006;
Gummesson 2006; Kalaignanam and Varadarajan 2006; Mouzas 2006;
Lambert and Garcia-Dastugue 2006)
Elaborations on Core Concepts (3)
S-D
Logic

Process of Value Co-Creation

The experiential nature of value
(e.g., Prahalad
2004; Shembri 2006; Woodruff and Flint 2006)

Customer participation, dialogue and
learning (e.g., Woodruff and Flint 2006; Denegir-knott, Zwick and
Schroeder 2006; Ballantyne and Varey 2006)

Relationships and interaction in co-creation
(e.g., Day 2006; Gronroos 2006; Gummesson 2006; Oliver 2006;
Moller 2006; Rust and Thompson 2006; Wilkie and Moore 2006)
Groundwork for a Grand Theory
S-D
Logic

Need for grand theory of marketing


“Markets are everywhere and
nowhere...”


Gummesson 2006; Hunt and Madhavaram 2006
Venkatesh, Penalosa, and Firat 2006
S-D Logic as Foundational for a General
Theory of Markets (positive) and
Marketing (normative)

Lusch and Vargo 2006; Vargo 2007; Vargo and Lusch 2006;
Vargo and Lusch 2008
What is needed
S-D
Logic

Foundations for Positive theory

Reorientation to marketing and marketing


Shift from products as unit of analysis to collaborative value
creation and determination



B2B marketing/network theory
Inframarginal analysis
Models of emergent structure and processes



Resource-based theories of the firm; resource advantage
theory
Elimination of producer/consumer distinction


B2B, service, and relationship
Refocus on operant resources as source of value


S-D Logic
Complexity theory
Interpretive research
Theory of resource integration and exchange

Theory of markets to inform normative marketing theory
Service Exchange through Resource
Integration and Value Co-creation
S-D
Logic
Resource
Integrator/
Beneficiary
(“Firm”)
Resource
Integrator/
Beneficiary
(“Customer”)
Conceptual Issues
S-D
Logic
The following need further conceptual
development (deep meaning):






Social and economic actors
Resources and resistances
Value and value proposition
Co-production and co-creation
Conversation and dialog
Value networks and constellations
Foundational Issues
S-D
Logic 







Can we understand marketing without a fuller
understanding of the nature, scope and role of
organizations, markets and marketing?
What service systems should be our primary focus?
Is S-D logic an organizational logic or a marketing logic?
What is consumer welfare under S-D logic?
How is firm performance best measured under S-D logic?
What are the conceptual aspects of resource integration?
How should national accounting systems be designed to
be S-D informative?
Should S-D logic be the foundation of service science?
Research Frontiers
S-D
Logic






What is value and how to measure it?
What is service-centricity and how to measure it?
How do social and economic actors integrate
resources?
What existing firms, industries and cultures best
characterize S-D logic?
What are the obstacles to implementation of S-D
logic?
Does S-D logic improve ethical decision-making and
sensitivity?
S-D
Logic
Thank You!
For More Information on S-D Logic visit:
sdlogic.net
We encourage your comments and input. Will also post:
• Working papers
• Teaching material
• Related Links
Steve Vargo: [email protected] Bob Lusch: [email protected]
Related Work
S-D
Logic

Vargo, S. L. and R.F. Lusch (2004) “Evolving to a New
Dominant Logic of Marketing,” Journal of Marketing
 Harold H. Maynard Award for “significant
contribution to marketing theory and thought.”
Vargo, S.L. and R. F. Lusch (2004) “The Four Service
Myths: Remnants of a Manufacturing Model” Journal
of Service Research


Vargo, S.L. and F.W. Morgan (2005) “An Historical
Reexamination of the Nature of Exchange: The Service
Perspective,” Journal of Macromarketing,
Lusch, R.F. and S.L. Vargo, editors (2006), The
Service-Dominant Logic of Marketing: Dialog,
Debate, and Directions, Armonk, NY: M.E. Sharpe
27
Related Work (Continued)
S-D
Logic 



Lusch, R.F., S.L. Vargo(2006), “The Service-Dominant
Logic of Marketing: Reactions, Reflections, and
Refinements, Marketing Theory
Lusch, R.F., S.L. Vargo, and A. Malter (2006),
Marketing as Service-Exchange: Taking a Leadership
Role in Global Marketing Management,
Organizational Dynamics,
Lusch, R.F., S.L. Vargo, and M. O’Brien (2007),
“Competing Through Service: Insights from ServiceDominant Logic,” Journal of Retailing
Vargo, S. L. (2007), “On a Theory of Markets and
Marketing: From Positively Normative to Normatively
Positive,” Australasian Marketing Journal (in press)
Related Work (Continued)
S-D
Logic

Vargo, S.L. and R.F. Lusch (2007), “From Products to
Service: Divergences and Convergences of Logics,”
Journal of Industrial Marketing Management,”



(in press)
Vargo, S.L. and R.F. Lusch (2008) “Why ‘Service’?”,
Journal of the Academy of Marketing
Science, (in press)
Vargo, S.L. and R.F. Lusch (2008) “ServiceDominant Logic: Continuing the Evolution”,
Journal of the Academy of Marketing
Science, (in press)
Lusch, R.F., S.L. Vargo, and G. Wessels (2008),
"Toward a Conceptual Foundation for Service
Science: Contributions from Service-Dominant Logic,"
IBM Systems Journal, 47, 1 (in press)
The Breadth of Knowledge
Integration
S-D
Logic
S-D logic meaning
of service
Resource-Based
Perspective
Process of
value co-creation
Marketing
Management
Achrol and Kotler 2006
Ballantyne 2006;
Dagger and Sweeney 2006;
Day 2006;
Duncan and Moriarty 2006;
Ekeledo and Sivakumar 2004;
Jaworski and Kohli 2006;
Lusch, Vargo and Malter
2006;
Lusch, Vargo and O'Brien
2007;
Nijssen et al. 2006
Rust 2004
Rust and Thompson 2006;
Rust and Espinoza 2006;
Sawhney 2006.
Doherty and Meehan 2006;
Hunt and Arnett 2006;
Hunt and Madhavaram 2006;
Lusch, Vargo and Malter 2006;
Lusch, Vargo and O'Brien 2007;
Matthing, Sanden and
Edvardsson 2005;
Voelpel, Leibold and Tekie
2006.
Jaworski and Kohli 2006;
Kumar and Petersen 2005;
Lambert et al. 2005;
Lusch and Vargo 2006;
Lusch, Vargo and Malter 2006;
Lusch, Vargo and O'Brien 2007;
Moller 2006;
Nambisan and Baron 2007;
Payne and Frow 2005;
Payne and Frow 2006;
Penttinen and Palmer 2007;
Rust and Espinoza 2006;
Rust and Thompson 2006;
Santala and Parvinen 2007;
Wilkie and Moore 2006;
Zeithaml et al. 2006.
Marketing
Institutions
Jayawardhena et al. 2007,
Bolton and Alba 2006
Borin 2005;
Briggs, Krishnan, and
Wilkinson 2006;
Flint and Mentzer 2006; Kalaignanam
and Varadarajan 2006;
Lambert and Garcia-Dastugue 2006;
Mouzas 2006;
Fint et al. 2005;
Pitta, Franzak and Little 2004; Flint and
Mentzer 2006; Kalaignanam and
Varadarajan 2006;
The Breadth of Knowledge
Integration
S-D
Logic
S-D logic meaning
of service
Resource-Based
Perspective
Process of
value co-creation
Service
Marketing
Araujo and Spring 2006;
Ballantyne 2006; Bolton
2006;
Bolton and Alba 2006;
Brown and Bitner 2006;
Edvardsson et al. 2006;
Gronroos 2006;
Laine et al. 2005;
Lovelock and Gummesson
2004; Ottenbacher et al. 2006;
Rai and Sambamurthy 2006;
Sampson and Frochle 2006;
Vargo and Lusch 2004b;
Wheeler et al. 2006.
Araujo and Spring 2006; Vargo
and Lusch 2004b.
Vargo and Lusch 2004b.
Consumer
Behavior
Brodie et al. 2006;
Christodoulides et al. 2006;
De Chernatony et al. 2006.
Arajou and Spring 2006;
Arnould, Price and Malshe 2006;
Arnould 2006;
Arnould, Price and Malshe 2006;
Baron et al. 2006;Denegir-Knott et al. 2006;
Edvardsson, Enquist and Johnston, 2005;
Etgar 2006;Flint 2006; Holbrook 2006;
Jevons, Gabbott and de Chernatony 2005;
Kay 2006; Oliver 2006;
Woodruff and Flint 2006;
Zwick and Schroeder 2006.
The Breadth of Knowledge
Integration
S-D
Logic
S-D logic meaning of
service
Resource-Based
Perspective
Process of
value co-creation
MacroMarketing
Laczniak and Murphy 2006;
Lusch 2006; Venkatesh, Penaloza
and Firat 2006.
Curtis, Scott and Garbrah-Aidoo
2007;
Lusch 2006.
Luo and Bhattacharya 2006;
Lusch 2006;
Maignan, Ferrell and Ferrell 2005.
Relationship
Marketing
Ballantyne and Varey 2006;
Harker and Egan 2006;
O'Driscoll 2006.
Palmatier et al. 2006.
Acrhol and Kotler 2006;
Agustin and Singh 2005;
Ballantyne and Varey 2006;
Berthon and John 2006;
Bonnemaizon, Cova and
Gronroos 2006; Gummesson 2006;
Lacey, Jaebeom and Morgan 2007;
Louyot 2007;Nambisan and Baron 2007;
Roos et al. 2006.
Marketing
Theory and
Thought
Brownlie 2006; Faulkner 2007;
Lusch and Vargo 2006a;
Lusch and Vargo 2006b;
Macaulay and Noel 2006;
Rust 2006; Rust and Tuck 2006;
Sheth 2007;
Vargo and Lusch 2006;
Vargo and Morgan 2005;
Vargo, Lusch and Morgan 2006;
Webster 2005.
Arnould 2006;
Arnould, Price and Malshe 2006;
Gummesson 2006;
Hunt and Arnett 2006;
Hunt and Madhavaram 2006;
Lusch and Vargo 2006a;
Lusch and Vargo 2006b;
Vargo and Lusch 2006;
Vargo and Morgan 2005;
Vargo, Lusch and Morgan 2006.
Baron and Harris 2006;
Gronroos 2006;
Gummesson 2006;
Lusch and Vargo 2006a;
Lusch and Vargo 2006b;
Maenpaa 2006;
Shah et al. 2006;
Vargo and Lusch 2006.
Vargo, Lusch and Morgan 2006;
Vargo and Morgan 2005.
The New Fractal Geometry of
Service-System Exchange?
S-D
Logic
External
Resources
RI
Resistances
Resistance Reduction
Resource
Integration
RI
Resistances
Customers
Exchange
RI
Resistances
Value Co-Creation
Stakeholders
Difficult Conceptual Transitions
S-D
Logic
Goods-Dominant
Concepts
Transitional
Concepts
Service-Dominant
Concepts
Goods
Services
Service
Products
Offerings
Experiences
Feature/attribute
Benefit
Solution
Value-added
Co-production
Co-creation of value
Profit maximization
Financial Engineering
Financial feedback/learning
Price
Value delivery
Value proposition
Equilibrium systems
Dynamic systems
Complex adaptive systems
Supply Chain
Value-Chain
Value-creation network/constellation
Promotion
Integrated Marketing
Communications
Dialog
To Market
Market to
Market with
Product orientation
Market Orientation
Service-Dominant Logic
(Consumer and relational)
34
From Value Creation
to Resource Integration
S-D
Logic
Resource
Integrator/
Beneficiary
(“Firm”)
Resource
Integrator/B
eneficiary
(“Consumer”)
Service Systems
Reflections of the Product Model
S-D
Logic

Marketing is:

The “creation of utilities” (Weld)




Concerned with value distribution
Orientations

Production and Product




Evidence of problem vs. correction
Marketing management and Consumer Behavior
Alderson’s admonition:


distribution vs. value-added
Consumer Orientation


Time, place, and possession
“production function”
“What is needed is not an interpretation of the utility created by
marketing, but a marketing interpretation of the whole process
creating utility.”
Disconnect between marketing theory and marketing practice
Sub-disciplinary division
Sub-disciplinary Divergences and
Convergences
S-D
Logic

Business-to-Business Marketing

From differences


To emerging new principles


From differences:


Inseparability, heterogeneity, etc.
To emerging new principles:


Interactivity, relationship, network theory, etc
Service(s) Marketing


Derived demand, professional buyers, flocculating demand, etc
Relationship, perceived quality, customer equity, etc.
Other Sub-disciplines
Other Intra-marketing initiatives

e.g., interpretive research, Consumer culture theory, etc.



From deterministic models to emergent properties
From products to experiences
From embedded value to individual meanings and life theme
Why Service?
S-D

Logic
Accuracy: It is precisely service that we are talking about
What is exchanged is the “application of specialized
knowledge and skills (competences) for the benefit of
another party”—i.e., Service
Thought-leadership: Service marketing concepts and
insights transforming marketing thought

Transaction → Relationship

(Manufactured) Quality → Perceived (Service) Quality

Brand Equity → Customer Equity

Consumer → Prosumer (co-producer of value)
Continuity: Does not require rejecting the exchange
paradigm

Just change in focus from units of outputs to processes
Normatively Compelling: The purpose of economic
exchange is mutual service

Implies managerial, macro, and ethical standards

Purpose of the firm is to serve…




38
What is needed
S-D
Logic

Positive Theory


“Market are everywhere and nowhere...”
(Venkatesh, Penalosa, and Firat 2006)
Foundations for Positive theory

Reorientation of markets, purpose of the firm, and marketing


Shift from products as unit of analysis to collaborative value creation and
determination



B2B marketing/network theory
Inframarginal analysis
Models of emergent structure and processes



Resource-based theories of the firm; resource advantage theory
Elimination of producer/consumer distinction


B2B, service, and relationship
Refocus on operant resources as source of value


S-D Logic, resource-based theory of the firm
Complexity theory
Interpretive research
Theory of resource integration and exchange

Theory of markets to inform normative marketing theory
From Value Creation
to Resource Integration
S-D
Logic
Resource
Integrator/
Beneficiary
(“Firm”)
Resource
Integrator/B
eneficiary
(“Consumer”)
Service Systems
Problems with Goods Logic
S-D

Logic
Goods are not what we fundamentally “own” to
exchange


Application of knowledge and skills (our services)
Goods are not all that “good”

Tangibility is not fundamentally why we buy goods








Standardization ignores individual preferences
Value (customer determined) is very is perishable
Inventory of tangible goods is resource depleting
Focuses on what we make, not what we do for people


It is for the service they render
Benefits are generally intangible – brand, image, meaning,
experience
What customers need
“Consumer orientation” does not help
Focuses on efficiency of output processes rather than
effectiveness of resource application (inputs)
Does not inform (misinforms) firm transition to service
A Partial Pedigree
S-D
Logic

Services and Relationship Marketing


Theory of the firm


Hunt (2000; 2002); Constantine and Lusch (1994)
Network Theory


(Prahalad and Hamel (1990); Day 1994)
Resource-Advantage Theory and ResourceManagement Strategies


Penrose (1959)
Core Competency Theory


e.g., Shostack (1977); Berry (1983); Gummesson (1994) ;
Gronroos (1994); etc.
(Hakansson and Snehota 1995)
Interpretive research and Consumer Culture theory
Evolution of Marketing Thought
S-D
Logic
To Market
(Matter in Motion)
Market To
(Management of
Customers
& Markets )
Through 1950
1950-2010
Market With
(Collaborate with
Customers & Partners
to Create & Sustain
Value)
2010+
Value Production and Consumption
S-D
Logic
Supplier
Supply/Value Chain
Producer
Consumer
Potential Implications
S-D
Logic

Making “services” more “goods-like”
(tangible, separable, etc.) may not be correct
normative marketing goal


Make goods-more service-like.
Reconsider the primary nature of the firm

From manufacturing (make and sell) to marketing



resource utilization for service provision
Outsource and other non-core competences
Virtual, “on demand” modular marketing
organizations
Potential Implications (2)
S-D
Logic


Selling service flows rather than
ownership, even when goods are
involved
Shifting to Value-Based Pricing


Based on value-in-use
Network to network marketing

Resource integration for resource
integrators