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

Poornikoo, Mehdi
Master thesis
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URI
http://hdl.handle.net/11250/276110
Date
2014
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  • Master Thesis [4657]
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.

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