Reconfiguration of the conceptual landscape: a tribute to the service logic of Richard Normann |
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Authors: | Stefan Michel Stephen L Vargo Robert F Lusch |
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Institution: | (1) Global Business Department, Thunderbird, School of Global Management, 15249 N 59th Avenue, Glendale, AZ 85306, USA;(2) Shidler College of Business, University of Hawai’i at Manoa, 2404 Maile Way, Honolulu, HI 96822, USA;(3) University of Arizona, 320 McClelland Hall, 1130 E. Helen Street, Tucson, AZ 85721, USA |
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Abstract: | This article is a tribute to the late Richard Normann, whose call for a “service logic” (Normann, Reframing Business: When
the Map Changes the Landscape, Wiley, Chichester, p. 99, 2001) both parallels and enriches service-dominant (S-D) logic (Vargo
and Lusch, J. Mark, 68:1–17, 2004a). Like Vargo and Lusch, Normann shifted the focus of the offering from an output to a process of value creation and perceived the firm as an organizer of this process, with the customer as a co-producer, rather than a receiver of value. He also argued that offerings are “frozen knowledge,” similar to Vargo
and Lusch’s contention that the basis of exchange is applied operant resources (service) and suggested that the ‘dematerialization’
of resources increases their ‘liquidity’, which allows increased “density” for value creation. Thus, he suggested that firms
need to “reframe business”—rethink the logic of value creation—to reveal opportunities in reconfiguring the value constellations of which they are part. This tribute explores these and other similarities and differences between Normann’s work and the
evolving S-D logic. |
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Keywords: | Service-dominant logic Value co-creation Liquification Density Value constellations |
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