... uses techniques of rhetorical and narrative analysis to closely examine some of the principle argument in the foundational text of S-D Logic. Findings – The author finds that Vargo and Lusch (2004a) make use of a powerful narrative of redemption in which marketing is seen to be saved from...

... and marketing capabilities on EO was detected and it was possible to observe how technology capabilities improve the positive effect of environment dynamism on EO. Originality/value The most important contribution of this paper is to demonstrate that the direction of the moderating effect of capabilities...

.... They will have to develop an understanding of their markets and employees under the conditions of postmodernity. © MCB UP Limited 1992 Corporate culture Marketing Organizational theory Postmodernism and the Marketing Organization Postmodernism and Marketing A. Fuat Firat Arizona State University...