toward a cultural resource-based theory of the customer

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1、TowardaCulturalResource-BasedTheoryoftheCustomerEricJ.Arnould,LindaL.Price,andAvinashMalshe(2006)inTheNewDominantLogicinMarketing,RobertF.LuschandStephenL.Vargo,eds.,Armonk,NY:M.E.Sharpe,91-104.AbstractOurpapercontributestotheevolvingmarketingparadigmbyfoc

2、usingonconsumers’operantandoperandresources.Firstweoverviewanddefineconsumers’resources.Nextwedepicthowoperantresourcesofcustomersandfirmscometogethertoco-createvaluethroughpatternsofexperiencesandmeaningsembeddedintheculturallife-worldsofconsumers.Thisana

3、lysisisthenextendedtoillustratethenewsetsofproblemsbroughtintoreliefbytheinteractionofconsumerandfirmoperantresources.Aresearchagendaflowsfromadoptingaresource-centeredperspective.Thedominantlogicofmarketingisshiftingfromafirm-centricviewofvaluecreationtoo

4、nethatexamineshowcustomersengagethemselvesinthevalue-creationprocess(PrahaladandRamaswamy2003;VargoandLusch2004).Thegoalofourpaperistoadvanceamodelthatisbettersuitedtodialecticalvaluecreationandacustomer-centricorientationofthefirm.Insodoingwehopetobridget

5、hegapbetweentheforwardthinkingmanagerialliteraturethatcallsforco-creationofvaluebutfallsshortinitsconceptualizationofconsumers’richvalue-creativecompetencies,andrecentconsumerresearchproducedbytheConsumerCultureTheoryschoolofthought(Arnouldand1Thompson2005

6、),thatarticulatesanemergenttheoryofconsumers’co-creative1competencebutisonlyerraticallytiedtomanagerialmodels.VargoandLusch(2004)arguethatthenewdominantlogicformarketingisfocusedmoreonoperantthanoperandresources.Briefly,operantresourcesareemployedtoactonop

7、erandresourcesandotheroperantresources.Operantresourcesareofteninvisibleandintangible;atthefirmleveltheyincludecorecompetencies(knowledgeandskills)ordynamiccapabilities.Operandresourcesaretangibleresourcesespeciallygoodsorrawmaterials,overwhichaconsumerora

8、firmhasallocativecapabilitiestoactinordertocarryoutabehavioralperformance.Inthemanagerialframework,thisevolvingperspectiveviewsthecustomerprimarilyasasourceofoperantresourcesforthefirm,co-producingthevalueder