Essays on Analysis of the Article by Chandler and Vargo Article

Download full paperFile format: .doc, available for editing

The paper "Analysis of the Article by Chandler and Vargo " is a great example of a marketing article.   The article by Chandler and Vargo looks at how context frames the exchange1. According to the article, Context plays a great role in the provision of the services and the co-creation of the market. The influence of context is looked at from the individual actor to the market perspective. The macro and the micro levels of marketing are analyzed in the manner in which they influence each other. The article describes the main purpose of exchange as being able to access the valuable products that will be able to add benefits.

The main use of service-dominant logic according to the article is the creation of value through multiple actors as opposed to creation by a single actor. The article has been written with a primary aim of how many actors can exchange their services in a specific context and look at the way in which context help in framing the exchange. The main aim of the analysis of this article is to look at the way context frames exchange by looking at an example of services offered by the higher education institutions1. Analysis Service dominant logic involves understanding the organizations, markets, and society.

The main foundation of the service-dominant logic is that the organizations, markets, and society are concerned with the exchange of services as opposed to goods1. This involves the use of knowledge and skills. In the tertiary education sectors, the exchange of services is the main activity. In the service market, the services are exchanged for other services. The article looks at the service-dominant logic as the one which gives a broad market perspective as opposed to the traditional market which is composed of goods.

The logic empathizes on the use of skills and knowledge as opposed to the use of goods. These authors look critically at the basis of exchange on the perspective of the service to create value in the market. The process of exchange that empathizes on the exchange of knowledge and skills helps in creating value. This leads to the need of understanding the resources in the context. The author has succeeded in defining the service-dominant market using relevant examples.

This definition gives a clear view of the service-dominant market perspective and how the market functions1.


Marcus S. & J., Gnoth, ‘Understanding the service-dominant (S-D) logic from within the firm’, Otago Forum 2 Academic Papers, Vol. 2. No.9, 2008, pp. 127-135.

Martin P. & M. Purvis , ‘Institutional expertise in the Service-Dominant logic organizational context’ , Otago Forum 3 Academic Papers, Vol. 3, No 15, 2008, pp. 141-148

Jennifer D. C. & S. L. Vargo, ‘Contextualization and value-in-context: How context frames exchange’, Marketing Theory, Vol. 11, No. 1, 2011, pp. 35–49

Robert L. and C. Wu, ‘A Service Science Perspective on Higher Education, Linking Service Productivity Theory and Higher Education Reform’, Center for American Progress, Vol. 1, No. 8, 2012, pp. 1-10

Akaka, M. A., S. L. Vargo, and R. F. Lusch, ‘The Complexity of Context: A Service Ecosystems Approach for International Marketing’, Journal of International Marketing, Vol. 21, No. 4, 2013, pp. 1–20

Vargo, S. L., Maglio, P. P. & Akaka, M. A. , ‘On value and value co-creation: A service systems and service logic perspective’, European Management Journal, Vol. 26. No. 1, 2008, Pp. 145–152.

Prahalad, C., and V. Ramaswamy, ‘Co-creating unique value with customers’, Strategy & Leadership, Vol.32, No. 3, 2004, pp. 4-9.

Vargo, S. L., and R.F. Lusch, ‘Service-Dominant Logic: Continuing the Evolution’, Journal of the Academy of Marketing Science, Vol.36, No. 1, 2008, pp. 1-10.

Download full paperFile format: .doc, available for editing
Contact Us