... economicexchange in the marketplace has a competitor: the potentialcustomer (individual or organization) (Lusch, Brown, andBrunswick 1992; Prahalad and Ramaswamy 2000). Thepotential customer has a choice: ... 1988;Parasuraman, Zeithaml, and Berry 1988)•Value and supply chain management (Normannand Ramirez 1993; Srivastava, Shervani, andFahey 1999)•Resource management (Constantin and Lusch1994; Day ... majorareas such as customer and market orientation, services market-ing, relationship marketing, quality management, value and supplychain management, resource management, and network analysis.The...