Affinities between multi-agent systems and service-dominant logic: Interactionist implications for business marketing practice |
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Authors: | Martin K Purvis [Author Vitae] |
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Institution: | University of Otago, New Zealand |
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Abstract: | The contrasting marketing principles of service-dominant (S-D) logic and goods-dominant (G-D) logic are examined in this article from the perspective of current research themes in the information science community. The conclusion is reached that much of the distributed multi-agent literature is complementary to the issues being explored concerning S-D logic, and that some multi-agent research may therefore be pertinent to the business marketing community. This article discusses the modelling approach of interactionism as an underlying principle of both S-D logic and multi-agent systems technology. The two domain technologies are compared, and implications for business marketing practice proposed. |
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Keywords: | S-D logic Co-creation Multi-agent systems Interactionism Norms |
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