Innovation in its many forms, for example, product, process, and relationship, is
critical to firm growth and profitability. The service-dominant logic with its
emphasis on an emerging experiential focus for marketing brings to the forefront
significant opportunities for researchers and managers who adopt a symbolic
interactionist perspective of customer–marketer relationships, regardless
of whether they are end-use consumer–retailer or business
customer–supplier relationships. This article discusses innovation,
symbolic interactionism and customer value as they relate to each other and to
marketing management and research under a service-dominant-logic.
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