The Nature of the Product in Market Relationships: A Pluri-Signified Product Concept
This paper challenges the traditional marketing idea that a product can be conceptualized as a separate unit which can be broken down and understood by its basic elements. A critique of the traditional product concept in Marketing is presented. On the basis of recent theoretical and empirical evidence a new framework is developed in which the product is represented as the outcome of a tripartite signification process between the buyer, the supplier and the object. Finally, the implications of this new perspective for marketing theory and practice are outlined.