Marketing sostenible basado en la lógica del dominio del servicio: una revisión sistemática de la literatura
DOI:
https://doi.org/10.24054/face.v22i4.2297Keywords:
Sustainable marketing, Customer value co-creation, SD-logicAbstract
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.
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