What’s Next For Services Marketing?

1. What’s Next For Services Marketing? Stephen Brown Center for Services Leadership W.P. Carey School of Business Arizona State University wpcarey.asu.edu/csl SERVSIG Doctoral Consortium October 27, 2004

2. Options for Services Marketing • Abandon the field and declare victory • Abandon core paradigm, rethink this paradigm or create a new one • Abandon core paradigm and seek multiple new paradigms

3. Provocative 2004 Articles • Vargo and Lusch, “Evolving to a New Dominant-Logic for Marketing,” JM, January 2004 • Vargo and Lusch, “The Four Services Marketing Myths,” JSR, May 2004 • Lovelock and Gummesson, “Whither Services Marketing,” JSR, August 2004

4. Is Services Marketing the New Marketing? • To the enlightened business community, “yes” • To the marketing academic community, “no”, not yet 4

5. Services Marketing’s Paradigm • The early goods vs. services debate • Intangibility, heterogeneity, inseparability and perishability (IHIP)

6. Other Paradigms • Rental/access paradigm • Co-production or co-creation of • value paradigm

7. Related Key Articles • Shostack, “Breaking Free from Product Marketing,” JM, April 1997 • Fisk, Brown and Bitner, “Tracking the Evolution of the Services Marketing Literature,” Journal of Retailing, Spring 1993 • Berry and Parasuraman, “Building a New Academic Field – the Case of Services Marketing,” Journal of Retailing, Spring 1993 • Fisk, Grove and John, Services Marketing Self-Portraits: Introspections, Reflections and Gilmpses from the Experts, Chicago: American Marketing Association, 2000

8. Center for Services Leadership: Bridging Both Communities Actionable Research Student Education Executive Education

9. CSL Member Companies

10. CSL Member Companies