In this paper, we present the conceptual paper to adapt a new dominant logic of marketing for understanding the consumer behaviour in the globalization. To compete in the globalisation or localisation, companies need the potential marketing strategy in order to sustain their market position;...

The macro-environment surrounding individuals and organizations has changed so dramatically over the last couple of decades, that there is a widespread feeling among the researcher community in the Marketing area, that theories, up until now held to be unquestionable universal truths, need to be...

This study developed a scale of co-created value (CCV) from the service-dominant logic perspective. Value co-creation highlighted by service-dominant logic has drawn the attention of academia; however, the actual value, as an outcome of value co-creation, is not yet fully measured. The present...