German and Anglo-Saxon Approaches to Services and Services Marketing: Taking Stock - Looking Ahead

Abstract

The paper discusses what has been achieved by one German and two Anglo-Saxon approaches to services with reference to the concept of service, the analysis of service economies, and the tasks which evolve from that for the further development of marketing theory. It addresses three approaches to marketing theory: a German theory of the firm having roots in transaction cost economics and property rights theory, which has particularly gained influence in Germany's business-to-business marketing, a service-centered approach called 'service-dominant logic,' and the rental-access approach by Lovelock and Gummesson.

The paper does not only compare recognitions and shortcomings of the above mentioned approaches; it also deals with the identification of criteria which will contribute to the advancement of this field of study.

Keywords: Services Economics, Marketing Theory, Resources-Processes-Outcomes Approach, Service-Dominant Logic, Rental-Access Approach, Transaction Cost Theory, Property Rights Theory

JEL Classification: B, D2, D8, L2, M0, M2