Service-dominant logic: continuing the evolution |
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| Authors: | Stephen L Vargo Robert F Lusch |
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| Institution: | (1) Shidler Distinguished Professor, Associate Professor and Shidler College of Business, University of Hawaii, 2024 Maile Way, Honolulu, HI 96822, USA;(2) Lisle & Roslyn Payne Professor of Marketing, University of Arizona, 320 McClelland Hall, 1130 E. Helen Street, Tucson, AZ 85721, USA |
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| Abstract: | Since the introductory article for what has become known as the “service-dominant (S-D) logic of marketing,” “Evolving to
a New Dominant Logic for Marketing,” was published in the Journal of Marketing (Vargo, S. L., & Lusch, R. F. (2004a)), there
has been considerable discussion and elaboration of its specifics. This article highlights and clarifies the salient issues
associated with S-D logic and updates the original foundational premises (FPs) and adds an FP. Directions for future work
are also discussed. |
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| Keywords: | Service-dominant logic New-dominant logic Service |
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