New Article by Adam Lindgreen on Value-in-Acquisition

Together with his colleagues Kerry Chipp and E. Patricia Williams, both from Gordon Institute of Business Science, Professor Adam Lindgreen has a new article with European Journal of Marketing.

Adopting the recent incorporation of institutional arrangements as a fifth axiom in the service-dominant logic, the authors’ empirical study proposes that value might be understood as value-in-acquisition, such that value outcomes result from the acquisition process in which broader social forces shape the exchange process. The study addresses low-income consumers, for whom societal arrangements strongly determine service interactions. 

The authors find that for low-income consumers, inclusion, status, resource access, and emotional relief represent key value outcomes. Important value processes shape those value outcomes, reflecting broader societal arrangements at macro, meso, and micro levels. Marketing constitutes an institutional arrangement that establishes an empowered ‘consumer’ role. Value processes are hindered if consumers sense that their agency in this role is diminished, because marketing interactions give precedence to other social roles.

The implications of the study are that marketing should be studied as an institutional arrangement that shapes value creation processes during acquisition. Micro-level value processes have important implications for service quality and service value. Value outcomes thus might be designed in the acquisition process, not just for the offering. 

Please visit: https://www.emeraldinsight.com/doi/full/10.1108/EJM-11-2017-0910.