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Evolving to a New Dominant Logic for Marketing
Marketing inherited a model of exchange from economics, which had a dominant logic based on the exchange of “goods,” which usually are manufactured output. The dominant logic focused on tangible…
Service-dominant logic: continuing the evolution
This article highlights and clarifies the salient issues associated with S-D logic and updates the original foundational premises (FPs) and adds an FP.
Institutions and axioms: an extension and update of service-dominant logic
Service-dominant logic continues its evolution, facilitated by an active community of scholars throughout the world. Along its evolutionary path, there has been increased recognition of the need for…
Service Innovation: A Service-Dominant Logic Perspective
A broadened view of service innovation is offered--one grounded in service-dominant logic--that transcends the tangible--intangible and producer--consumer divides that have plagued extant research in this area.
Competing through service: Insights from service-dominant logic
The Four Service Marketing Myths
Marketing was originally built on a goods-centered, manufacturing-based model of economic exchange developed during the Industrial Revolution. Since its beginning, marketing has been broadening its…
From goods to service(s): Divergences and convergences of logics
Service-dominant logic: reactions, reflections and refinements
As one of its own foundational premises implies, the value of service-dominant (S-D) logic is necessarily in its open, collaborative effort. Thus, the authors invite and welcome both elaborative and…
Service-Dominant Logic: Premises, Perspectives, Possibilities
This book discusses the service-dominant mindset, the nature, scope, and integration of resources, and the nature and scope of resources in service ecosystems.