What this publication covers
Contrasts goods-dominant logic with service-dominant logic and uses the latter’s premises to discuss competition. It derives propositions about how organizations can compete through service, shifting the focus from isolated products to relationships, resources, and value creation.
How this reference can help
Use as a theoretical foundation for discussing estratégia, modelos de serviço e criação de valor.
Curated by Ricardo Martins
View the original abstract 🇺🇸 🇬🇧
Service-dominant logic (S-D logic) is contrasted with goods-dominant (G-D) logic to provide a framework for thinking more clearly about the concept of service and its role in exchange and competition. Then, relying upon the nine foundational premises of S-D logic [Vargo, Stephen L. and Robert F. Lusch (2004). “Evolving to a New Dominant Logic for Marketing,”Journal of Marketing, 68 (January) 1–17; Lusch, Robert F. and Stephen L. Vargo (2006), “Service-Dominant Logic as a Foundation for Building a General Theory,” inThe Service-Dominant Logic of Marketing: Dialog, Debate and Directions. Robert F. Lusch and Stephen L. Vargo (eds.), Armonk, NY: M.E. Sharpe, 406–420] nine derivative propositions are developed that inform marketers on how to compete through service. © 2006 New York University. Published by Elsevier Inc. All rights reserved.