Considering Value-related Concepts in Service-oriented Approaches to Marketing Studies in Light of Philosophical and Economic Value Theories

The concepts of value, value creation, and value cocreation figure prominently in service-oriented approaches to marketing studies, especially servicedominant logic. However, the meaning of these concepts is fuzzy and dependent on the theoretical context in which they are used. In addition, philosophical, economic, and sociological conceptualizations, among others, have affected the meaning of the concept of value. Harking back to Kant and Lotze, with reference to epistemology and ontology, this paper investigates the role philosophical and economic value theory can play in understanding value-related concepts in marketing studies and in the further development of marketing studies within the social sciences.