Value co-creation under the new emerging marketing paradigm of service-dominant logic. Analysis of the Tasmanian wine socio-cultual ecosystem = La co-creación de valor en el nuevo paradigma dem marketing emergente de la service dominan logic. Análisis del ecosistema socio-cultural vitivinícola tasmaniano

Abstract

In this project we have proceeded to the theoretical analysis of the role of Marketing and its importance in an increasingly dynamic, globalized and competitive environment; according to the new emerging paradigm alternative to traditional Marketing, known as Service-Dominant Logic (Vargo & Lush, 2014), where the co-creation of value arises between actors and institutions through multiple exchanges in networks “Many-to-many Marketing” (Gummesson, 2008). Subsequently, this series of concepts are applied to a practical case in the world of wine industry. In this, the process of differentiation of the product is analyzed from different elements apart from the place of origin of the wine production, such as the grape varieties used, the offer of services that promote culture, gastronomy, tourism, and so on.