ISSN Impreso: 1794-9920
ISSN Electrónico: 2500-9338
Volumen 22-N°4
Año 2022
Págs.56- 70
SUSTAINABLE MARKETING BASED ON SERVICE-DOMINANT LOGIC: A SYSTEMATIC
LITERATURE REVIEW
Norma Arely Zúñiga
Espinosa[1]
https://orcid.org/0000-0002-6035-3401
Moisés Rubén Zamora
Ramos[2]
https://orcid.org/0000-0002-6379-0148
Fecha
de Recepción: 7 de Octubre del 2022
Fecha
de Aprobación: 10 de Enero de 2023
Abstract:
This research aimed to discover how the concept of sustainable marketing
from the perspective of Service-Dominant logic (SDL) and value co-creation in
economic ecosystems has been developed. Concurrently, this review aimed to
analyze the main premises of the SDL, as an exchange strategy based on service,
value co-creation in business, and the actors of the economic ecosystem, under
a sustainability approach.
To achieve these objectives, a systematic literature review was proposed
following the PRISMA methodology, based on articles published between 2018 and
2022. From an initial set of 34 articles extracted from WoS
and database in the analyzed period, 14 were indeed analyzed. The results
reveal 4 central themes that represent the main research topics in the fields
of Marketing, Tourism, Health services, Innovation in Service Ecosystems, Bottom of the Pyramid
Markets, and Virtual Communities.
Key findings suggest that
the following research topics appear to be under-explored. This paper provides
information to academics, practitioners, policymakers, entrepreneurs, and other
actors in the economic ecosystem to engage with sustainability. It may also
help the latter to develop strategies to enhance value co-creation in
sustainable business practices, contributing to broadening the knowledge in
this field of research.
Keywords: Sustainable marketing, Customer value co-creation, SD-logic.
JEL Codes: M31, Q001, Q57
MARKETING SOSTENIBLE BASADO
EN LA LÓGICA DEL DOMINIO DEL SERVICIO: UNA REVISIÓN SISTEMÁTICA DE LA LITERATURA
Resumen:
Esta investigación pretendía descubrir cómo se ha desarrollado el
concepto de marketing sostenible desde la perspectiva de la Lógica Dominante
del Servicio (SDL) y la co-creación de valor en los
ecosistemas económicos. Paralelamente, esta revisión pretendía analizar las
principales premisas del SDL, como estrategia de intercambio basada en el
servicio, la co-creación de valor en las empresas, y
los actores del ecosistema económico, bajo un enfoque de sostenibilidad.
Para lograr estos objetivos, se planteó una revisión bibliográfica
sistemática siguiendo la metodología PRISMA, basada en artículos publicados
entre 2018 y 2022. De un conjunto inicial de 34 artículos extraídos de WoS y de la base de datos en el periodo analizado, se
analizaron efectivamente 14. Los resultados revelan 4 temas centrales que
representan los principales temas de investigación en los campos de Marketing,
Turismo, Servicios de Salud, Innovación en Ecosistemas de Servicios, Mercados
de la Base de la Pirámide y Comunidades Virtuales.
Las principales conclusiones sugieren que los siguientes temas de
investigación parecen estar poco explorados. Este documento proporciona
información a académicos, profesionales, responsables políticos, empresarios y
otros actores del ecosistema económico para que se comprometan con la
sostenibilidad. También puede ayudar a estos últimos a desarrollar estrategias
para potenciar la cocreación de valor en las
prácticas empresariales sostenibles, contribuyendo a ampliar los conocimientos
en este campo de investigación.
Palabras clave: Marketing sostenible, Cocreación
de valor para el cliente, Lógica del DS,
MARKETING SUSTENTÁVEL BASEADO NA LÓGICA DOMINANTE
DE SERVIÇOS: UMA REVISÃO SISTEMÁTICA DA LITERATURA
Resumo:
Esta investigação visava
descobrir como o conceito
de marketing sustentável na
perspectiva da lógica Service-Dominant (SDL) e da co-criação de valor nos ecossistemas
económicos tem sido desenvolvido.
Simultaneamente, esta revisão
visou analisar as principais premissas da SDL, como
uma estratégia de intercâmbio baseada no serviço, na co-criação
de valor nos negócios, e nos actores do ecossistema económico, sob uma abordagem de sustentabilidade.
Para alcançar estes objectivos, foi proposta uma revisão
sistemática da literatura seguindo a metodologia PRISMA, baseada em artigos publicados entre 2018 e 2022. De um conjunto inicial de 34 artigos
extraídos da WoS e da base de dados no período analisado, 14 foram de facto analisados. Os resultados revelam
4 temas centrais que representam
os principais tópicos de investigação
nos campos do Marketing, Turismo, Serviços de Saúde, Inovação em Ecossistemas de Serviços, Fundo
dos Mercados em Pirâmide, e Comunidades Virtuais.
Os principais resultados sugerem
que os seguintes tópicos de investigação
parecem estar subexplorados.
Este documento fornece informação a académicos, profissionais, decisores políticos, empresários
e outros actores do ecossistema
económico para se empenharem na
sustentabilidade. Pode também
ajudar estes últimos a
desenvolver estratégias para aumentar a co-criação de valor em práticas empresariais sustentáveis, contribuindo para alargar o conhecimento
neste campo de investigação.
Palavras-chave: Marketing sustentável, Co-criação
de valor do cliente, Lógica SD.
1. INTRODUCTIÓN:
To improve social living conditions, the UN
General Assembly has approved and promoted the 2030 Agenda for Sustainable
Development, through 17 goals and 169 targets, focused on eradicating poverty,
protecting the planet, and ensuring prosperity at three different levels:
action at the global level, action at the local level and action by individuals
(ECLAC, 2018). In response to this important call, the different economic sectors
must join efforts to achieve sustainable development, through business actions
and seek better mechanisms to direct the company's strategic path towards
sustainability (Wirtenberg, et al., 2017; Curtis and
Mont, 2020).
To define a company as sustainable, it must be
able to generate profits for its shareholders and, at the same time, ensure the
protection of the natural environment and society. However, even though
sustainable development is a common goal, companies seem to continue to focus
on economic growth, but not necessarily in a sustainable way. Some scholars and experts in sustainability
have considered marketing as the "antithesis" of sustainability, as
they consider it as a set of tools at the service of commercial interests,
which has led the discipline to be strongly criticized, as it is attributed to
encourage excessive and irresponsible consumption (Pogrebova,
et al., 2017; Medvedeva, et al., 2021).
Nowadays, both academics and marketing experts
are looking for a real direction towards sustainability, through theories and
approaches such as the Service-dominant logic (SDL), value co-creation and the
service ecosystem (Vargo and Luch, 2017) at the same
time as the ecosystems of the economy are emerging with the circular economy
and Kotler's H2h model (Kotler, et al., 2021). These emerging marketing
theories and approaches seek the construction and development of sustainable
relationships with the environment, (Abutaleb and El-Bassiouny, 2020; DeQuero-Navarro,
et al., 2021; Shapiro, et al., 2021), the co-creation of value through the
integration of environmentally friendly technologies (Smit and Melissen, 2018; Rakic and Rakic, 2018) and the drive for responsible consumption and
ethical customer-company interaction (Chamberlin and Boks, 2018; Sheth and Parvatiyar, 2021).
This research aims to seek how the concept of
sustainable marketing has developed from the perspective of the SDL and the
value co-creation in economic ecosystems, considering the main premises of the
SDL, as an exchange strategy based on the service, the value co-creation in the
company and the actors of the economic ecosystem, towards the sustainability
approach. The relevance of this study is revised marketing-sustainability due
to provide a deeper conceptual contribution to the field of sustainable
marketing, starting with the definition of sustainable marketing, because this
concept is not fully aligned with the discipline and its application is
limited, as well as the conception of the value of focusing on sustainability
(Peterson, 2021; Sirgy, 2021; Wooliscroft,
2021).
This research presents a Systematic Literature Review (SLR) under the
PRISMA methodology of the relationship between marketing and sustainability
from the implications of SDL and value co-creation. The order of this
systematic review of the literature is the following, starting with the
theoretical and methodological domains SDL and service ecosystems as well as
value co-creation and sustainability framework, continuing with the systematic
review to understand the development of sustainable marketing from the
perspective of service-dominant logic, then the results of the work, to give
way to the discussions and conclusions of the research.
While value creation has
been confirmed as a key research topic in the service marketing literature
(Vargo and Lusch, 2017; Vargo et al., 2020),
researchers claim that there is still a lack of empirical studies that examine
the concept concerning sustainable practices in the marketing literature
(Kemper and Ballantine, 2019;
Davies et. al. 2020). To
understand sustainability value for consumers from a service marketing
perspective is applied the SDL framework, which is reflected in the concept of
value co-creation (VCC) (Vargo and Lusch, 2004,
2008). Sustainability is defined as the
improvement and creation of the welfare of modern people and making peace
without compromising the development of future generations, also is to utilize
all of the natural resources from the ecosystem without degrading the essential
inventories of the environment (Hsiung et al., 2021).
In the economic
environment, there are different concepts of
sustainability, first focusing on economic growth, eco-efficiency, and corporate sustainability, while strong sustainability
recognizes the ecological limits of growth and the need for radical and
fundamental change (Davies et. al. 2020). An increasing number of enterprises
respond to the service-oriented and green sustainability-based consumer market
today by expanding and collaborating between
the upstream and downstream relations in supply chains. Therefore, enterprises must construct a healthy and sustainable
dynamic value chain through value co-creation (Hsiung,
et al., 2021).
Several studies have
pointed out the strong relationship between sustainability, open innovation,
and value co-creation (Davies et. al. 2020; Abutaleb
and El-Bassiouny, 2020; DeQuero-Navarro,
et al., 2021; Peterson, 2021; Sirgy, 2021; Wooliscroft, 2021). The authors state research on
sustainability and sustainable development by soliciting contributions across
marketing and management disciplines, as well as interdisciplinary research
that includes sustainability practices. The research gap by examining how co-creation
value can provide a superior sustainability value that engages and benefits
both service companies and their customers.
One of the main SDL
premises is value co-creation, the exchange is based on service and is produced
through a dynamic process (mutual benefits jointly achieved) by
all actors and resources.
The principal resources are two types; first, the operative ones that are
behaviors, skills, and attitudes, on the other hand, the operant ones, on which
an action is exerted to achieve the benefit like platforms, facilities or
processes emphasize that value co-creation is achieved through the efficient
integration of resources and actors in the global environment between
organizations and customers (Vargo and Lusch 2017;
Kotler et al., 2021). Though co-creation takes place with a variety of actors
of the ecosystem mutually beneficial in ways of engaging the people not just as
consumers but as co-creators of value – as suppliers, distributors, partners,
and employees. Co-creation itself is thought to have the greatest potential for
achieving deep social sustainability (Knizkov and Arlinghaus, 2019).
·
Within the marketing disciplines, interest in sustainable development
has increased markedly, leaving behind the ancillary marketing approach to
sustainability (which focuses on the production of sustainable products), for a
reforming marketing of sustainability (which extends the ancillary approach by
promoting sustainable lifestyles and behavioral changes, transforming current
institutions and norms and inviting critical reflection), among other themes,
however, there remain gaps in the literature towards a co-created value
approach within a sustainability-focused ecosystem (Kemper and Ballantine
2019). Clearly, it is necessary to study the relationship between marketing and
sustainability based on the SDL approach, once the theoretical debates have
been overcome, the existence of different models has been discovered, and the
practical experiences in which the existence of different models has been
developed, and the practical experiences in marketing and sustainability
towards a co-creation of value have been found.
The purpose of an SLR is to provide an overview of the state of existing
knowledge, specifically in this research, it seeks an insight into the
development of sustainable marketing from the SDL perspective. In this study,
the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA,
2020 accessed on 8 June 2022) method was implemented. A systematic review
consists of the compilation of a body of research according to previous
inclusion criteria, with the aim of answering specific research questions. The
PRISMA statement consists of a 27-item checklist and a four-phase flow chart,
and the checklist includes elements that are considered essential for reporting
a transparent systematic review (Page MJ, et al., 2021). The systematic review
process applied in this study consisted of different phases: Phase 1: Research
questions (RQ). Phase 2: Inclusion criteria and sources of information. Phase
3: Study selection process.
The research questions
being addressed in the literature review are presented in Table 1 to specify
the key areas reflected in the selected articles.
Table 1. Research questions (RQ) and initial coding criteria
|
Areas |
Research Questions (RQ) |
Initial Coding |
|
Study characteristics |
RQ.1. How are the articles distributed
according to the type of journal and its Journal Impact Factor? |
Number Journal Impact Factor of the journal
and year of publication of the article. |
|
RQ.2. What is the number of publications
per year? |
Graphic of the number of publications per
year |
|
|
RQ.3. What is the geographic distribution
of the study sample? |
Country where the research is conducted. |
|
|
RQ.4. What research methodologies are used
in the selected studies? |
Theoretical studies, quantitative,
qualitative, or mixed research studies. |
The Web of Science (WoS) and Scopus databases
were used for the article selection. The research focuses only on peer-reviewed
articles published in English with impact citation factors from 2018 to june 2022. In each of the databases, keywords are used to
find articles that include in their title, abstract, or keywords the concepts
“sustainable marketing” and “co-creation”. Table 2 shows the search strings
used in each database, the search date, and the number of articles obtained.
For a comprehensive selection of papers process is described in Figure
1, also is used the following inclusion and exclusion criteria:
• Inclusion criteria:
• Exclusion criteria:
·
Research papers unrelated to the SLR topic:
Table 2. Search Table
|
Database |
Search String |
# |
Search Date |
|
Scopus |
(TI= (sustainable marketing)) OR TI=(Co-creation) AND LIMIT-TO (YEAR,
2022) OR (LIMIT-TO (YEAR, 2021) OR LIMIT-TO (YEAR, 2020) OR LIMIT-TO (YEAR,
2019) OR LIMIT-TO (YEAR, 2018) OR LIMIT-TO (LANGUAGE, “English”)) |
156 |
April 21, 2022 |
|
Scopus |
(TI= (sustainable marketing)) AND TI=(Co-creation) AND (RESEARCH
ARTICLES) RESELIMIT-TO (YEAR, 2022) OR (LIMIT-TO (YEAR, 2021) OR LIMIT-TO
(YEAR, 2020) OR LIMIT-TO (YEAR, 2019) OR LIMIT-TO (YEAR, 2018) OR LIMIT-TO
(LANGUAGE, “English”)) |
15 |
April 21, 2022 |
|
WOS |
(TI= (sustainable marketing)) AND TI=(Co-creation) Timeframe:
2018-2022. Index: SSCI DOCUMENT
TYPE: AR. LANGUAGES: English |
2 |
May 10, 2022 |
|
WOS |
(TI=(sustainable)) AND TI=(Co-creation) Timeframe: 2018-2022. Index:
SSCI DOCUMENT TYPE: AR. LANGUAGES: English |
34 |
May 10, 2022 |
|
WOS |
(ALL= (sustainable marketing)) OR ALL=(Co-creation) Timeframe:
2018-2022. DOCUMENT TYPE: AR. LANGUAGES: English |
144 |
May 10, 2022 |
Study selection process. The initial search resulted in 351 articles, of
which 51 were duplicates. Is analyzed the remaining 154 articles based on the
title and abstract, according to the inclusion-exclusion criteria. Once we
agreed on the results, 120 articles were excluded because they did not meet the
inclusion criteria. Are independently analyzed the remaining 34 articles in
full, which resulted in 13 articles following the second selection process (see
Figure 1 and Table 3)..
Figure 1. Selection process based on PRISMA statement
*Consider,
if feasible to do so, reporting the number of records identified from each database
or register searched (rather than the total number across all
databases/registers).
**If
automation tools were used, indicate how many records were excluded by a human
and how many were excluded by automation tools.
Source:
Page MJ, et al. (2021).
Table 3.
Content of the selected articles.
|
Authors |
Paper Characteristics |
Journal |
Journal Impact Factor ™ (2021) |
Research purpose (s) |
Paper type/ Method |
Organization Type |
|
|
Year |
Country |
||||||
|
Knizkov, S. and Arlinghaus, J. |
2019 |
Germany |
Sustainability |
3.889 |
Practices of
co-creation with the BOP across the SC and providing a more nuanced
understanding of their subsequent outcomes. |
Research paper/case studies |
135 ventures
operating in BOP markets |
|
Chen Y-W |
2020 |
Taiwan |
International
Journal of Environmental Research and Public Health |
4.614 |
Investigate the
relationships between diversified experiences of co-creation and the three
core elements of the TPB model in the context of a virtual community. |
Research paper/questionnaires |
321 SURVEYED |
|
Bordian, M., Gil-Saura, I. and Seric,
M. |
2022 |
Spain |
Journal Of Services
Marketing |
5.246 |
This paper aims to
explore the impact of value co-creation (VCC) on customer-based brand equity
and satisfaction, the latter being considered in terms of overall and green
customer satisfaction. |
Research paper/questionnaires |
263 hotel guests in
Ukraine in 2018 |
|
Hsiung, TF, Cheng, YH and Han, ZX |
2021 |
Taiwan |
Sustainability |
3.889 |
Analyzes the types
of the dynamic brand value chain and the operational conditions that provide
enterprises with the direction in searching for and establishing a
sustainable partnership. |
Conceptual paper |
Literature review |
|
Sharma, P |
2021 |
India |
Benchmarking-An
International Journal |
7.200 |
Explore some
consumers and firms' being better equipped for service co-creation than
others, specifically during a pandemic. |
Research paper/ interviews |
35 supply and
demand side actors |
|
Wyllie, J., et. al. |
2022 |
Australia |
Australasian Marketing Journal |
3.900 |
The concept of
value co-creation of health and social outcomes in an eHealth digital
ecosystem context that is critical in addressing sustainable development goal
|
Conceptual paper |
Literature review |
|
Apostolidis C., et. al. |
2021 |
England/Sri Lanka |
Journal Of Marketing
Management |
4.707 |
How food waste
mobile apps can support sustainable value co-creation at the BoP |
Research paper/ interviews |
semi-structured
interviews in Sri Lanka |
|
Mihailova, D., Schubert, I., Burger, P., and Fritz, M. |
2022 |
Switzerland |
Journal Of Cleaner
Production |
11.072 |
Explore sustainable
value co-creation between citizens and other stakeholders in the setting of
the Positive Energy District. |
Conceptual paper |
Literature review |
|
Font, X., English,
R., Gkritzali, A., & Tian, W. |
2021 |
England/ Norway/ Germany |
Tourism Management |
12.879 |
Analyze the failure
of sustainability communications within the online platforms used by these
agents and explore why the agents factor out sustainability information
during the customer sales process. |
Research paper/ Case Study |
Lufthansa City
Center Agency Travel |
|
Kruger, C., Caiado, RGG, Franca, S. and Quelhas,
O. |
2018 |
Brazil |
Journal of cleaner
production |
11.072 |
Propose a
conceptual model of co-creation for sustainability, involving techniques and methodologies
aimed at stakeholder engagement and contribution to SD |
Research paper/ mixed methods |
Participants from virtual communities |
|
Barile S, Grimaldi
M, Loia F, Sirianni CA |
2020 |
Italy |
Sustainability |
3.889 |
Explore how
resource and knowledge integration, through technology-mediated interactions,
can lead to the emergence of novelties (new products, services, processes,
social, and environmental practices) |
Research paper/ Case Study |
Italian company of
wood packaging |
|
Diaz-Perdomo, Y., Alvarez-Gonzalez, LI. and Sanzo-Perez,
MJ |
2021 |
Spain |
Frontiers in psychology |
4.232 |
The effects of
business-non-profit value co-creation on both the organizational performance
of the partners, and the social results linked to the Sustainable Development
Goals (SDGs). |
Research paper/questionnaires |
205 Spanish non-profits |
|
Jie Liu, Wei Yang and Lei Cong |
2022 |
China |
Journal of Cleaner
Production |
11.072 |
Understand the role
of value co-creation in the relationship between corporate social
responsibility and green purchase behavior |
Research paper/questionnaires |
Online survey in China |
The results obtained from the analysis of the study are presented below,
to answer each of the research questions.
RQ.1. How are the articles
distributed according to the type of journal and its Journal Impact Factor?
Figure 2. Type of journal and Journal Impact Factor
Source: Elaborated based on results
The following graph (Figure 2) shows that 38.46% of the selected
articles are found with the best Journal Impact Factor. It is important to note
that most of the journal articles have a good number of impact factors giving
an average a level of 6.4 in general. The journals with the highest number of
review contributions are 3 articles in the Journal of cleaner production with
11.07 impact factor and followed by the journal Sustainability with 3 articles
and a 3.88 impact factor.
RQ.2. What is the number of publications per year?
The studies identified in this review period, 4 (30.8%) were conducted
during 2022, 5 articles (38.5%) in
2021, 2 articles (15.4%) in 2020 and 1 article (7.7%) in 2019 and 2018,
respectively.
RQ.3. What is the geographic distribution of the study sample?
Of the studies identified in this review period, they are research
studies with samples collected in Germany (2) Spain (2) Switzerland (1) Italy
(1), Taiwan (2), Australia (1), India (1) in England/Sri Lanka (1), China (1)
and Latin American countries; one study was conducted in Brazil. Therefore, it
can be concluded that most of the studies selected in recent years have been
conducted in various countries, with Europe having the fewest studies.
RQ.4. What research methodologies are used in the selected studies?
Figure 3. Research
methodologies are used in the selected studies
Source: Elaborated based on results
The studies included in the review (Figure 3) mainly used a quantitative
methodology in which data collection was carried out by means of a
questionnaire (30.8%). On the other hand, 5 studies used qualitative
methodologies (38.5%) in semi-structured interviews (15.4%) and case studies
(23.1%). While one article used a mixed methodology (7.7%) and 3 were
conceptual papers (23.1%).
The results reveal 4
central themes that represent the main SDL premises, as an exchange strategy
based on service, the value co-creation in business and the actors of the
economic ecosystem, under a sustainability in the fields of: Marketing in brand
equity and green customer satisfaction (Bordian, et añ., 2022) in brand value chain (Hsiung
et al., 2021), Tourism (Font, et. al., 2021), Health services (Wyllie, et. al,
2022), Innovation in Service
Ecosystems (Barile, et. al., 2021) and Social Innovation and Sustainable
Development Goals (Diaz-Perdomo, et al., 2021).
In the same way
Social Innovation and corporate social responsibility (Jie
Liu, et al., 2022) in Bottom
of the Pyramid Markets (Knizkov and Arlinghaus, 2019; Apostolidis et.
al., 2021) and Virtual Communities (Kruger, et al., 2018; Chen Y-W, 2020; Mihailova, et. al., 2022).
5.
DISCUSSION AND
CONCLUSIONS
This paper
contributes to the existing body of service literature main premises of the SDL, as an exchange
strategy based on service, the value co-creation in business and the actors of
the economic ecosystem, under a sustainability approach by responding to the
call for research on how SDL, through value co-creation practices, can enhance
sustainability value for the customer (Vargo and Lusch,
2017; Vargo et al., 2020).
Furthermore, in line
with previous works on service marketing and sustainability-oriented research (Wirtenberg, et al., 2017; Curtis and Mont, 2020), it shows
different economic sectors must join efforts, focusing on achieving such sustainable
development, through business actions and seeking better mechanisms to direct
the company's strategic course towards sustainability. Moreover, the findings
reduce the gap identified in service marketing literature that explains the
principle of co-creation across their supply-chain and whether these indeed
facilitate such a clear win-win scenario for both parties (Knizkov
and Arlinghaus, 2019).
Therefore, service
co-creation is a complex and emergent process that involves different spheres
(technology, social skills, and motivation) is required to better understand
what forms of value may be derived by consumers from which sustainability
actions and in which contexts (Font, et al., 2021). Understand how it spreads
across multiple levels (co-development and service co-evaluation) and should be
continually managed and harmonized to tackle any external shocks (Sharma,
2021).
The value of
sustainability and co-creation of services lies in the social, economic and
experiential values thus created (Sharma, 2021) having priority in operational
resources, which are understood by companies as behavioral and emotional
benefits for the customer, these are manifested in the value of sustainability,
benefits resulting from the quality of nature or the environment and a deeper
connection to the place (store, place of origin, etc.), which make customers
feel special (Font, et. al., 2021). Similarly, it has been found that the
experience of participation (co-production) in different tasks improved
customers' attitudes, external subjective norms, and creative self-efficacy
(Chen, 2020).
Some of these
approaches involve considering consumers not only as a target of marketing
activities, but as co-producers of services and co-creators of value (Bordian, et al., 2022).
In that sense, when talking about co-creation practices in marketing, is
addressed the sustainable brand partnership and activities that will intensify
the main motivation of the brand value chain, people-oriented brand promotion
conforms to social development and implements social practice in sustainable
partnership as shared goals and diversification into participating brand niches
(Hsiung, et al., 2021).
The results of this
SLR allows to conclude that there are three possible consequences in the implementation
of actions for the co-creation of sustainable value: the first being social
value, which has to do with the creation of an ecological attitude and a
feeling of harmony, care, pride and social inclusion in customers, therefore,
marketing practices aimed at the co-creation of social value could further
differentiate the roles that citizens can play compared to business models by
mapping archetypes for the possible co-creation of value (Mihailova,
et. al., 2022).
Secondly, the
experiential value, which lies in the automation of service provision
processes, information exchange, development of personalized services and
co-production with the client, service quality and improvement of client
commitment. Highlighting the integration of multiple actors who mutually
benefit from participation to understand and create sustainable market
ecosystems (Sharma, 2021; Knizkov and Arlinghaus, 2019). Similarly, resources need to be
integrated and implemented for value co-creation between the brand engagement
platform and the experience setting (Hsiung, et al.,
2021). And finally, identify the sustainable economic value, which is the
economic return for companies through the creation of a better service-market
fit and the improvement of customer commitment, however, some of the identified
patterns turned out to be economically necessary for companies, but
insignificant from the point of view of social value, they even contribute to
reinforcing existing social inequalities. That is why the scheme of economic
models about sustainable value and co-creation continues to have limitations (Knizkov and Arlinghaus, 2019).
Findings gathered from the SLR reveal that studies were conducted across
different geographical locations, both in a developing-economies setting and in
developed institutional settings. One of the aspects we consider
under-researched and put forward as one of the most fruitful lines of research
is the exploration of the complementarity between sustainable business models
and marketing practice to co-creation value.
Knowledge has driven the growth and development of
every nation by generating new knowledge and ideas, innovating in the creation
of goods and services. With the new economy based on information technologies,
it has been sought that companies can grow based on knowledge.
Funding: This research received no external funding.
Institutional
Review Board Statement:
Not applicable.
Informed
Consent Statement:
Not applicable.
Conflicts
of Interest:
The authors declare no conflict of interest.
Abutaleb, S., & El-Bassiouny,
N. (2020). Assessing sustainability marketing from macromarketing
perspective: a multistakeholder approach. World
Journal of Entrepreneurship, Management and Sustainable Development, 16(4),
287-305. https://doi.org/10.1108/WJEMSD-02-2019-0017
Barile S, Grimaldi M, Loia F, Sirianni CA (2020).
Technology, Value Co-Creation and Innovation in Service Ecosystems: Toward
Sustainable Co-Innovation. Sustainability.
12(7): pp. 2759. https://doi.org/10.3390/su12072759
Bordian, M., Gil-Saura, I.
and Šerić, M. (2022), "The impact of value
co-creation in sustainable services: understanding generational
differences", Journal of Services Marketing, Vol. ahead-of-print No.
ahead-of-print. https://doi.org/10.1108/JSM-06-2021-0234
Chamberlin, L., &
Boks, C. (2018). Marketing approaches for a circular economy: Using design
frameworks to interpret online communications. Sustainability, 10(6), 2070.
https://doi.org/10.3390/su10062070
Chen Y-W (2020).
Sustainable Value Co-Creation in the Virtual Community: How Diversified
Co-Creation Experience Affects Co-Creation Intention. International Journal of
Environmental Research and Public Health. 2020; 17(22):8497. https://doi.org/10.3390/ijerph17228497
Chrysostomos Apostolidis, David
Brown, Dinuka Wijetunga
& Eranjana Kathriarachchi
(2021) Sustainable value co-creation at the Bottom of the Pyramid: using
mobile applications to reduce food waste and improve food security, Journal of
Marketing Management, 37:9-10, 856-886,
https://doi.org/10.1080/0267257X.2020.1863448
Curtis, S. K., & Mont,
O. (2020). Sharing economy business models for sustainability. Journal of
Cleaner Production, 266, 121519. https://doi.org/10.1016/j.jclepro.2020.121519
Davies, I. Oates, CJ, Tynan,
C., Carrigan, M., Casey, K., Heath, T., Henninger, CE, Lichrou,
M., McDonagh, P., McDonald, S., McKechnie, S., McLeay, F., O'Malley, L. y
Wells, V. (2020). "Seeking sustainable futures in marketing and consumer
research", European Journal of Marketing, Vol. 54 No. 11, pp. 2911-2939.
https://doi.org/10.1108/EJM-02-2019-
DeQuero-Navarro, B., Stanton,
J., & Klein, T. A. (2021). A
panoramic review of the Macromarketing literature.
Journal of Macromarketing, 41(1), 48-64.
https://doi.org/10.1177/0276146720949636
Diaz-Perdomo, Y.,
Alvarez-Gonzalez, LI. and Sanzo-Perez, MJ. (2021) A
Way to Boost the Impact of Business on 2030 United Nations Sustainable
Development Goals: Co-creation With Non-profits for Social Innovation. Front.
Psychol. 12:719907. https://doi.org/10.3389/fpsyg.2021.719907
Font, X., English, R., Gkritzali, A., & Tian, W. (2021). Value co-creation in
sustainable tourism: A service-dominant logic approach. Tourism Management,
82, 104200. https://doi.org/10.1016/J.TOURMAN.2020.104200
Hsiung T-F, Cheng Y-H, Han Z-X (2021). Sustainable
Partnership: Operational Condition Analysis for Brand Value Co-Creation.
Sustainability.13(12):6516. https://doi.org/10.3390/su13126516
Jie Liu, Wei Yang and Lei Cong (2022). The role of
value co-creation in linking green purchase behavior and corporate social
responsibility – An empirical analysis of the agri-food sector
in China. Journal of Cleaner
Production. Vol.360. No.1; 132195.
https://doi.org/10.1016/j.jclepro.2022.132195
Knizkov, S. and Arlinghaus
J. (2019). Is Co-Creation Always
Sustainable? Empirical Exploration of Co-Creation Patterns, Practices, and Outcomes in Bottom of the Pyramid
Markets. Sustainability. 11(21), 1-22. https://doi.org/10.3390/su11216017
Kotler, P., Pfoertsch, W., & Sponholz,
U. (2021). Rethinking Operative Marketing: The H2H Process. In H2H Marketing
(pp. 157-216). Springer, Cham.
https://doi.org/10.1007/978-3-030-59531-9_5
Kruger, C
., Caiado, RGG, Franca, S. and Quelhas, O. (2018)
A holistic model integrating value co-creation methodologies towards the
sustainable development. Journal of Cleaner Production. Vol. 191. No. 1. pp.
400-416. https://doi.org/10.1016/j.jclepro.2018.04.180
Martins, A.; Branco, M.C.;
Melo, P.N.; Machado, C. (2022) Sustainability in Small and Medium-Sized
Enterprises: A Systematic Literature Review and Future Research Agenda.
Sustainability, 14, 6493. https://doi.org/10.3390/su14116493
Medvedeva, Y., Kolgan, M., Pasholikov, M., Shevyakov, Y., & Sidorenko, A. (2021). Priority goals
for the strategic development of industrial enterprises based on sustainable
marketing. In E3S Web of Conferences (Vol. 258, p. 06023). EDP Sciences.
https://doi.org/10.1051/e3sconf/202125806023
Mihailova, D., Schubert, I., Burger, P., &; Fritz,
M. M. C. (2022). Exploring modes of sustainable value co-creation in renewable
energy communities. Journal of Cleaner Production.
https://doi.org/10.1016/j.jclepro.2021.129917
Page MJ, McKenzie JE, Bossuyt PM, Boutron I, Hoffmann
TC, Mulrow CD, et al. (2021). The PRISMA 2020 statement: an updated guideline
for reporting Systematic reviews, 10(1), 1-11.https://doi.org/10.1136/bmj.n71
Peterson, M. (2021). Using
macromarketing to teach business sustainability.
Journal of Marketing Education, 02734753211048538.
https://doi.org/10.1177/02734753211048538
Pogrebova, O. A., Konnikov, E.
A., & Yuldasheva, O. U. (2017, May). Fuzzy model
assessing the
index of development of
sustainable marketing of the company. In 2017 XX IEEE International Conference
on Soft Computing
and Measurements (SCM) (pp.
694-696). IEEE. DOI:10.1109/SCM.2017.7970693
Rakic, B., & Rakic, M.
(2018). THE CO-CREATING OF SUSTAINABILITY-ORIENTED VALUE IN SUPPLY CHAIN
MANAGEMENT. Economic and Social Development: Book of Proceedings, 35-44.
Shapiro, S., Beninger, S., Domegan, C., Reppel, A., Stanton, J., & Watson, F. (2021). Macromarketing pedagogy: Empowering students to achieve a
sustainable world. Journal of Macromarketing, 41(1),
104-115. https://doi.org/10.1177/0276146720949637
Sharma, P. (2021),
"Customer co-creation, COVID-19 and sustainable service outcomes",
Benchmarking: An International Journal, Vol. 28 No. 7, pp. 2232-2258.
https://doi.org/10.1108/BIJ-10-2020-0541
Sheth, J. N., & Parvatiyar,
A. (2021). Sustainable marketing: Market-driving, not market-driven. Journal
of macromarketing, 41(1), 150-165.
https://doi.org/10.1177/0276146720961836
Sirgy, M. J. (2021). Macromarketing
metrics of consumer well-being: An update. Journal of Macromarketing,
41(1), 124-131. https://doi.org/10.1177/0276146720968096
Smit, B., & Melissen, F. (2018). Sustainable customer experience
design: Co-creating experiences in events, tourism and hospitality. Routledge.
Vargo, S. L., & Lusch, R. F. (2017). Service-dominant logic 2025.
International Journal of Research in Marketing, 34(1), 46-67.
https://doi.org/10.1016/j.ijresmar.2016.11.001
Vargo, S. L., Lusch, R. F., Akaka, M. A., & He, Y. (2020). Service-dominant logic. The Routledge Handbook
of Service Research Insights and Ideas, 3. https://www.routledgehandbooks.com/doi/10.4324/9781351245234-2#sec2_4_2
Wirtenberg, J., Russell, W., & Lipsky, D. (Eds.).
(2017). The sustainable enterprise fieldbook: when
it all comes together. Routledge.
Wooliscroft, B. (2021). Macromarketing
and the systems imperative. Journal of macromarketing,
41(1), 116-123. https://doi.org/10.1177/0276146720980521
Wyllie, J., Carlson, J., Heinsch, M., Kay-Lambkin, F., & McCoy, A. (2022).
eHealth Services and SDG3: Increasing the Capacity of Care. Australasian
Marketing Journal, 30(2), 131–141. https://doi.org/10.1177/18393349211069114
[1] M Sc. Marketing Management. Professor-researcher, Universidad Autónoma del Estado de Hidalgo, México. norma_zuniga@uaeh.edu.mx
[2] M. Sc. in Marketing Management, Professor-researcher, Universidad Autónoma del Estado
de Hidalgo, México. moises_zamora@uaeh.edu.mx