RT info:eu-repo/semantics/bachelorThesis
T1 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
A1 García Pedroza, Andrea
A2 Comercializacion e Investigacion de Mercados
K1 Comercio
K1 Economía
K1 Empresas
K1 Marketing
K1 Service Dominant Logic
K1 Value co-creation
K1 Multiple exchange networks
K1 Territorial marketing
K1 Wine tourism
K1 Culture
K1 Wine
K1 Tasmania
AB In this project we have proceeded to the theoretical analysis of the role of Marketingand its importance in an increasingly dynamic, globalized and competitive environment;according to the new emerging paradigm alternative to traditional Marketing, known asService-Dominant Logic (Vargo & Lush, 2014), where the co-creation of value arisesbetween actors and institutions through multiple exchanges in networks “Many-to-manyMarketing” (Gummesson, 2008).Subsequently, this series of concepts are applied to a practical case in the world of wineindustry. In this, the process of differentiation of the product is analyzed from differentelements apart from the place of origin of the wine production, such as the grapevarieties used, the offer of services that promote culture, gastronomy, tourism, and soon.
YR 2019
FD 2019-02-02
LK http://hdl.handle.net/10612/9446
UL http://hdl.handle.net/10612/9446
DS BULERIA. Repositorio Institucional de la Universidad de León
RD 19-abr-2024