| Service-Dominant Logic |
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Special Issue: Toward a Better Understanding of the Role of Value in Markets and Marketing
Editors: Stephen L. Vargo and Robert F. Lusch
ISBN: 9781780529127
ContactsRobert F. Lusch
University of Arizona Phone:(520) 621-7480 Email: rlusch@sdlogic.net Stephen L. Vargo University of Hawaii Phone:(808) 956-8167 Email:svargo@sdlogic.net Links |
Foundational Premises and Concepts of S-D LogicService-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.
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