Service-Dominant Logic 2.0: A Balanced Perspective

  title={Service-Dominant Logic 2.0: A Balanced Perspective},
  author={Scott E. Sampson and Larry J. Menor and Richard Ivey},
Although the S-D logic of marketing has been a useful perspective for framing current service science discourse, its current evolution, adoption, and application has ostensibly resulted in a marketing-dominant logic of service management. With few exceptions, the vast majority of the published debate about S-D logic is from the field of marketing. We seek to generalize S-D logic in a balanced way that accommodates other perspectives, particularly the Service Operations Management (SOM… CONTINUE READING

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