A social perspective on S-D logic

This exploratory study seeks to enhance the understanding of co-creative variables in the context of Service-Dominant logic. Variables such as the integration of resources, operant resource development and C2C interaction have been examined in respect to current marketing literature by utilising the land house of Chatsworth as a case study. In addition, this research embraces a customer orientation to enhance the role of the customer in search for value. This research applies consumer behavioural theories to challenge aspects of S-D logic and co-creation. In addition, resource integration and C2C interaction play a considerable role in the process of enhancing the understanding of actors in a contextual environment. Therefore a model is presented that facilitates this understanding and explores novel realms concerning social value creation