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Artigos de Pesquisa

v. 7 n. 3 (2019): MISES Journal 2019 (set-dez)

Em busca de uma Lógica de Valor Dominante para o Marketing

DOI
https://doi.org/10.30800/mises.2019.v7.1240
Enviado
setembro 30, 2019
Publicado
2019-11-07

Resumo

Inspirados na Lógica Dominante do Serviço (LDS) de Vargo & Lusch e acreditando no individualismo e subjetivismo da Escola Austríaca, usamos o conhecimento da economia para melhor sustentar a discussão do tópico principal do Marketing: o de criação de valor. Especificamente, nós esboçamos uma Lógica de Valor
Dominante. Fornecemos dez premissas fundamentais, provenientes do reconhecimento de que o valor é subjetivo e, consequentemente, não pode ser criado por empreendedores ou empresas. Empresários e empresas propõem valor, mas o valor subjetivo só pode ser considerado, criado e, então, experimentado na mente do consumidor individual. Ao adotar a perspectiva que, logicamente, se origina desse entendimento, as disciplinas de gerenciamento e marketing serão mais capazes de reduzir as incertezas do processo de mercado, e os empreendedores poderão tomar melhores decisões sobre como ajudar os consumidores a superar o desconforto, adotando soluções propostas por eles.

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