The service-dominant logic and a hierarchy of operant resources: developing masterful operant resources and implications for marketing strategy

Marketing’s evolution toward a new dominant logic requires the focus of marketing to be on the intangible, dynamic, operant resources that are at the heart of competitive advantage and performance. First, building on resource-advantage theory’s notion of basic resources and higher-order resources, this article proposes a hierarchy of basic, composite, and interconnected operant resources. Second, reviewing research on business strategy and marketing strategy, several resources that correspond to the proposed hierarchy are identified and discussed. Third, the notion of developing masterful operant resources is introduced. Fourth, based on the proposed hierarchy and the notion of masterful operant resources, some exemplars of potential research avenues for marketing strategy are provided. Finally, the article concludes with the discussion of implications for marketing practitioners, researchers, and educators. In sum, this article extends and elaborates the concept of operant resources in the service-dominant logic of marketing.     

The risks connected with accidents on highways and railways

Quality & Quantity - Safety in an integral sense is a comprehensive tool by which the humans ensure the level of their security and the sustainable development of them and of other basic public...     

Racial differences in consumer expenditure patterns, 1972–73

Summary and Conclusion In this paper, we have endeavored to analyze black-non-black differences in expenditure patterns as revealed by the 1972–73 BLS Consumer Expenditure Interview Survey Summary. Specific data shortcomings have been noted above. In addition, however, possible black-non-black differences in the propensity to misreport or withhold information may have affected the reliability of our findings. With these limitations in mind, the evidence of the survey data points to a main conclusion, namely, that although the “average” black consumer unit tended to spend a larger proportion of its after-tax income than the “average” non-black unit-just as the well-known stereotype implies-the statistical model underlying our analysis suggests that black consumer units with the same “characteristics” (after-tax income, family size, regional location, as well as the same age, education, and retired-nonretired status of family head) as the average non-black units tended to spend a smaller-not larger-proportion of their income than did the “comparable” non-black units. In addition, the model suggests that if Blacks maintained their own average characteristics but had the same “consumer behavior” as non-blacks, their APSp would rise substantially.