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Service-Dominant Logic

In 2004, Robert F. Lusch and Stephen L. Vargo published their groundbreaking article on the evolution of marketing theory and practice toward 'service-dominant (S-D) logic', describing the shift from a product-centred view of markets to a service-led model. Now, in this keenly anticipated book, the authors present a thorough primer on the principles and applications of S-D logic. They describe a clear alternative to the dominant worldview of the heavily planned, production-oriented, profit-maximizing firm, presenting a coherent, organizing framework based on ten foundational premises. The foundational premises of S-D logic have much wider implications beyond marketing for the future of the firm, transcending different industries and contexts, and will provide readers with a deeper sense of why the exchange of service is the fundamental basis of all social and economic exchange. This accessible book will appeal to students, as well as to researchers and practitioners. 'Lusch and Vargo's new volume is a radical innovation in marketing thinking. The volume brilliantly advances and consolidates the S-D logic initial research proposal, intriguingly suggesting an interdisciplinary scientific paradigm which will engage numerous scholars across various knowledge domains.' Sergio Barile, Professor of Business Management, University of Rome 'La Sapienza' '

Foreword; Preface;

Part I. Premises: 1. The service-dominant mindset; 2. Roots and heritage; 3. Axioms and foundational premises; 4. Service as a guiding framework;

Part II. Perspectives: 5. It's all actor-to-actor (A2A); 6. The nature, scope, and integration of resources; 7. Collaboration; 8. Service ecosystems;

Part III. Possibilities: 9. Strategic thinking; 10. Conclusions and considerations; Appendix; Index.

252 pages, Hardcover