Value-creation domain: events' function in a marketing paradigm centered on services

Abstract

This work explores the potential of events from the perspective of service dominating logic, adding additional conceptual depth to our understanding of their worth. It assesses the increasing relevance of events in contemporary marketing via conceptual analysis, debate, and a small-scale exploratory empirical investigation employing semi-structured interviews. The notion of "value creation space" is introduced in the paper as a way to bring together a diverse range of organizational events that are crucial or have an influence on marketing. The underlying strengths of events are acknowledged and used to construct a conversation that may provide a consistent foundation for further conceptual growth. According to the results, there is a lot of harmony between the cooperative character of the events and the ideas of co-production and co-creation that are prevalent in the logic of service. Nevertheless, events cannot continue to be successful as locations for value creation without an intuitive and well implemented event marketing strategy.