The 5W's of Marketing (who, what, when, where, and why) are not enough! The 'With' factor!

 The 5W's of Marketing (who, what, when, where, and why) are not enough!
We have to add 'With' because co-creation is the key to success!

What the 'With" factor stands for?
Co-creation, collaboration, coworking and generally all co- that pressumes people working together for a co-mmon goal!
The network aspect is implicit through the statement that all social and economic actors are resource integrators, implying that value creation takes place through interaction in complex networks.
New S-D logic (introduced some years before by Vargo and Lusch) is intended to capture evolutionary thinking about value creation and exchange and is subject to ongoing, open development.

Want more? Please read:
Vargo, S. L. and Lusch, R. F. (2008a), “Service-dominant logic: continuing the evolution”, Journal of the Academy of Marketing Science, Vol. 36 No 1, pp.1-10;
and Vargo, S. L. and Lusch, R. F. (2008b), “Why ‘service’?” Journal of the Academy of Marketing Science, Vol. 36 No 1, pp.25-38.