Response Unit





Theauthor responds to the question on contrast between dominant logicthesis and marketing renaissance thesis. The author gives a deepoverview of why the two approaches are germane in modern marketing.He captures pertinent issues including economical computing power andgrowing broadband connectivity. However, what I find missing is aclear distinction of the two approaches. O`Shaughnessy (2011) claimsthat the dominant logic thesis contends to shape the marketingapproach based on product offering as service or good while therenaissance approach ignores this approach and views marketing as anintegrated dynamic approach that encompass many aspects. This is notunique to the author as Gronroos (2009) also mentions renaissancemarketing in passing. On validity of either approach, the authorhighlights an imperative paradigm shift in marketing fromproducer/product/service focus to the consumer. Williams and Aitken(2011) claim this approach is better suited to the service industrywhile Gummesson and Gronroos appreciate its ability to dissolve thegoods/service divide to present marketing as an inclusive concept fora firm’s output and the value proposition.


Gronroos,C. (2009). Marketing as promise management: regaining customermanagement for

Marketing.Journalof Business &amp Industrial Marketing24(5) 351–359.

Gummesson,E. &amp Grönroos, C. (2012). The emergence of the new servicemarketing: Nordic

Schoolperspectives&quot, Journalof Service Management,23(4) 479 – 497

O`Shaughnessy,J. (2011). Service‐dominantlogic: a rejoinder to Lusch and Vargo`s reply.

EuropeanJournal of Marketing45(7) 1310 – 1318

Williams,J. &amp Aitken, R. (2011). The service-dominant logic of marketingand marketing ethics.

Journalof Business Ethics102(3) 439-454


Theauthor responds to dominant logic thesis and marketing renaissancethesis debate. He makes a clear distinction between the twoapproaches clearly as opposed to 1q1 im. Each approach has its uniqueway of application in different circumstances (Merloa 2009). Theincreased involvement of technology as noted by the author haschanged the marketing field with consumers gaining a more activerole. In the case of the entertainment industry sampled by theauthor, consumers are co-creators of content. Again, artists are notat the mercy of big corporations which influence the content whilsttheir core role is mere distribution which consumers can eliminatethrough the internet (Berthon et al., 2012). The author offers asimilar opinion to 1q1 im to say that the two approaches are validtoday. However, Sheth, (2011) and Schwarzkopf (2011) feel that therenaissance marketing is becoming more suitable to modernorganizations that combine services and goods in their productoffering. For others, it is hard to clearly categorize their productoffering as a good or service.


Berthonet al (2012). Marketing meets Web 2.0, social media, and creativeconsumers:

Implicationsfor international marketing strategy. BusinessHorizons(2012) 55, 261—271.

Merlo,O. (2011). The influence of marketing from a power perspective.EuropeanJournal of

Marketing45(8) 1152-1171.

Sheth,J. (2011). Impact of emerging markets on marketing: rethinkingexisting perspectives and

practices.Journalof Marketing75(1), 166 –182.

Schwarzkopf,S. (2011). The consumer as “voter,” “judge,” and “jury”:historical origins and

politicalconsequences of a marketing myth. Journalof Macromarketing31(1)8-18.


Thequestion requires the author to identify the problem statement,research questions, methodology, and purpose statement from thereading which he clearly does. I do agree that he answered thequestion well by clearly identifying the required problem statement,research questions, methodology, and purpose statement from thereading. A proper problem statement shows a gap in knowledge andhighlights the necessity of research in a specific situation (Hibbertet al 2014). The author also identifies the methods used and evennotes the sample size which is very important as it predicts theconfidence level of findings. Again, sample size is influenced by thetype of data collected (Rae, 2013). Descriptive data usually requiresa smaller sample as opposed to numerical data which can be used forlarger samples (Janz &amp Muethel, 2014). On purpose statement, theauthor is clear on what the study seeks to achieve. He highlights theimportance of ethical conduct in organizational behavior to underlinethe relevance of this study to current knowledge needs. It is alwaysimportant to direct research to relevant issues in society either toprovide additional knowledge, counter some ideas or even provide newknowledge (Lehman et al., 2011).


Hibbert,P., Sillince, J., Diefenbach, T. &amp Cunliffe, A. (2014).Relationally reflexive practice a

generativeapproach to theory development in qualitative research.OrganizationalResearch Methods17(3) 278-298.

Janz,L. &amp Muethel, M. (2014). Qualitative research in business ethics.Academyof management

Proceedings1(1): 12157-12168.

Rae,D. (2013). Special issue on celebrating entrepreneurial and smallfirm research –

&quotembracingqualitative research philosophies and methods.&quot InternationalJournal of

EntrepreneurialBehavior &amp Research,19(4) 3-38.

Lehmann,D., McAlister, L. &amp Staelin, R. (2011) Sophistication in researchin marketing.

Journalof Marketing:75(4) 155-165.

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