Value propositions: Application of service-dominant logic in transnational marketing management education

Barr, Matt ORCID: https://orcid.org/0000-0002-8653-3646, Relja, Ruffin ORCID: https://orcid.org/0000-0001-9569-6247, Ward, Philippa ORCID: https://orcid.org/0000-0002-4971-8908, Hill, Jennifer, Tran, Quynh Phuong, Hoang, Duong Tran Quang and Moganathas, Punithan (2025) Value propositions: Application of service-dominant logic in transnational marketing management education. Journal of Marketing Management. (In Press)

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Abstract

This paper adopts service-dominant logic (SDL) to conceptualize transnational education (TNE) as a higher education (HE) service ecosystem. It uses a qualitative multimethod design that integrates document analysis, focus group interviews, projective and elicitation techniques, and research notes, while engaging students as partners. The research demonstrates how involving diverse stakeholders from three universities across the UK, Vietnam, and Malaysia transforms traditional business school agendas through co-producing module learning outcomes (value propositions). We illustrate how ‘active sensing’ in the TNE context mitigates resource misintegration, enhancing students’ experiences and well-being. We apply Skålén, Gummerus et al.’s (2015) value proposition framework to HE, displaying its transferability and generalizability.

Item Type:	Article
Article Type:	Article
Uncontrolled Keywords:	Service-Dominant Logic (SDL); Value Propositions; Service Ecosystems; Resource (Mis)Integration; Value Co-Creation
Subjects:	H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing
Divisions:	Schools and Research Institutes > School of Business, Computing and Social Sciences
Depositing User:	Ruffin Relja
Date Deposited:	15 Aug 2025 13:08
Last Modified:	15 Aug 2025 13:15
URI:	https://eprints.glos.ac.uk/id/eprint/15232

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