Gamification: A platform for transitioning from Goods - dominant logic to Service - dominant logic : Case of Nike+ Fuelband

Abstract

This master thesis attempts to investigate gamifi cation strategies used in Nike+ Fuelband and its importance for transitioni ng from conventional goods domi nant logic to a new approach in marketing , service dominant logic . Bas ed on Nike+ Fuelband exploratory case study , a netnographic app roach is conducte d for analyzing Nike+ online community. The research studies game mechanics involved in Nike+ Fuelband and consumer’s motivation for using gamified offers. Nike em ploys a range of game elements to its device such as points, challenges, countdowns, rewards and social features. Moreover, based on the literature review in service marketing and S - D logic in particular, this thesis tries to answer the research question which is why gamification can be used as a platform for transitioning from goods dominant logi c to service dominant logic. According to the 10 foundational premise s of service dominant logic, which are the basis for S - D logic approach, and gamification characteristics, it is revealed that Nike attempts to shift its marketing paradigm from G - D logic into S - D approach . This can be observed through the use of gamified service layer added to the core product and focusing on custom er ’s role as a co - creator of value.