Innovation,symbolic interaction and customer valuing: thoughts stemming from a service-dominant logic of marketing

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.