Journal
MARKETING THEORY
Volume 14, Issue 4, Pages 355-375Publisher
SAGE PUBLICATIONS INC
DOI: 10.1177/1470593114523445
Keywords
Politics of value; regimes of value; service-dominant logic; value proposition; waste management
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This article contributes to the ongoing discussion, revived by the service-dominant logic thesis, on value propositions in service organizations. Against a backdrop of understanding value as a pluralistic social construct that takes place across different institutionalized practices of valuation or regimes of value, we argue that value propositions transcend the immediate localness of both value in exchange and value in use. Correspondingly, we claim that service practitioners may draw advantages from engaging with a politics of value that addresses multiple regimes of value, whether commensurable or not. A case study of waste management services in Sweden serves as an illustration of such a politics that combines practical, economic, political, and environmental aspects of value propositions.
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