Axioms, Foundational Premises and Concepts of S-D Logic
Service-dominant logic is captured in eleven foundational premises (FPs), which were intended to establish a framework for the service-centered mindset (see first exhibit below). Since the first introduction of the foundational premises, Vargo and Lusch have realized that some of the original FPs could be derived from others and, thus, have identified five FPs from this expanded set of eleven as particularly foundational, essentially the axioms of S-D logic.
Many of the concepts (e.g. value co-production/co-creation, value propositions and experiences) underlying this mindset, and thus the FPs, are neither exclusive to nor invented by S-D logic itself (see second exhibit below). Rather, S-D logic captures shifting contemporary marketing thought, in which marketing is seen as a facilitator of ongoing processes of voluntary exchange through collaborative, value-creating relationships among actors (individuals and organizations for example).
Axioms and Foundational Premises (FPs) of S-D Logic
Source: Vargo and Lusch (2004), "Evolving to a New Dominant Logic for Marketing" Journal of Marketing 68(January), 1-17. Vargo and Lusch (2008), "Service-Dominant Logic: Continuing the Evolution" Journal of the Academy of Marketing Science 36(Spring), 1-10, Vargo and Lusch (2016), "Institutions and axioms: an extension and update of service-dominant logic" Journal of the Academy of Marketing Science, 1-19.
Underlying Conceptual Transitions to a S-D Logic
Adapted from: Lusch and Vargo (2006), “Service Dominant Logic: Reactions, Reflections, Refinements” Marketing Theory 6(3), 281-288.