En busca de una Lógica de Valor Dominante para el Marketing
DOI:
https://doi.org/10.30800/mises.2019.v7.1240Palabras clave:
Lógica de valor dominante, valor, subjetivismo, marketing, economía austriaca, marketing estratégico, lógica de servicio dominanteResumen
Inspirados en la lógica de servicio dominante (LDS) de Vargo & Lusch y creyendo en el individualismo y el subjetivismo de la escuela austriaca, utilizamos el conocimiento de la economía para respaldar mejor la discusión del tema principal: de la creación de valor del marketing. Específicamente, hemos delineado una lógica de valor dominante. Hemos proporcionado diez supuestos fundamentales, provenientes del reconocimiento de que el valor es subjetivo y, por lo tanto, no puede ser creado por empresarios o empresas. Los empresarios y las empresas proponen valor, pero el valor subjetivo solo puede considerarse, crearse y luego experimentarse en la mente del consumidor individual. Al adoptar la perspectiva que se deriva lógicamente de esta comprensión, las disciplinas de gestión y marketing podrán reducir mejor las incertidumbres del proceso de mercado, y los empresarios podrán tomar mejores decisiones sobre cómo ayudar a los consumidores a superar las molestias mediante la adopción de soluciones. propuesto por ellos.
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