A Diagnosis Framework forMarketing Processes

ValueCo-creationDiagnosis based on Service-Dominant Logic

Abstract

The purpose of this article is to develop the framework of the marketing diagnosis. The conventional diagnosis frameworkbased on the traditionalmarketingmodel (i.e. 4P's) and functional diagnosis focuses on balance sheet assets and the products as the outputof the company. Instead, this study focuses on the off-balance sheet resources and the process including usage of the customer after thecompany has sold the output. The author presents a framework to diagnose the value co-creation processes that end with perceiving thevalue-in-context by customers. To develop this framework, it is based on the Service-Dominant Logic. The value co-creation process isdivided into three phases: design, value co-creation, and feedback, the diagnosis focus of each phasewill be discussed.