Foundational Premises and Concepts of S-D Logic
Service-dominant logic is captured in ten foundational premises (FPs), which were intended to establish a framework for the service-centered mindset (see first exhibit below). 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).
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.
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.