Sustainable marketing based on the logic of service dominance: a systematic literature review.
DOI:
https://doi.org/10.24054/face.v22i4.2297Keywords:
Sustainable marketing, Customer value co-creation, SD-logicAbstract
This research aimed to uncover how the concept of sustainable marketing has evolved from the perspective of Service Dominant Logic (SDL) and value co-creation in economic ecosystems. Simultaneously, it sought to analyze the key premises of SDL, such as service-dominant exchange strategy, value co-creation in companies, and economic ecosystem actors, under a sustainability approach.
To achieve these objectives, a systematic literature review was conducted following the PRISMA methodology, based on articles published between 2018 and 2022. From an initial set of 34 articles extracted from WoS and the database in the analyzed period, 14 were effectively analyzed. The results reveal 4 central themes representing the main research areas in Marketing, Tourism, Health Services, Innovation in Service Ecosystems, Bottom of the Pyramid Markets, and Virtual Communities.
The main conclusions suggest that the following research areas seem to be underexplored. This document provides information to academics, professionals, policymakers, entrepreneurs, and other actors in the economic ecosystem to engage with sustainability. It can also assist the latter in developing strategies to enhance value co-creation in sustainable business practices, contributing to expanding knowledge in this research field.
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