From goods to service(s): Divergences and convergences of logics🇺🇸 🇬🇧

There are two logics or mindsets from which to consider and motivate a transition from goods to service(s). The first, “goods-dominant (G-D) logic”, views services in terms of a type of (e.g., intangible) good and implies that goods production and distribution practices should be modified to deal with the differences between tangible goods and services. The second logic, “service-dominant (S-D) logic ”, considers service – a process of using ones resources for the benefit of and in conjunction with another party – as the fundamental purpose of economic exchange and implies the need for a revised, service-driven framework for all of marketing. This transition to a service-centered logic is consistent with and partially derived from a similar transition found in the business-marketing literature — for example, its shift to understanding exchange in terms value rather than products and networks rather than dyads. It also parallels transitions in other sub-disciplines, such as service marketing. These paral lels and the implications for marketing theory and practice of a full transition to a service-logic are explored. © 2008 Elsevier Inc. All rights reserved. Over the last several decades, leading-edge firms, as well as many business scholars and consultants, have advocated the need for refocusing substantial firm activity or transforming the entire firm orientation from producing output, primarily manufactured goods, to a concern with service(s) (see, e.g., Davies, Brady, & Hobday, 2007; Gebauer & Fleisch, 2007). These initiatives can be found in both business-to-business (e.g., IBM, GE) and business- to-consumer enterprises (e.g. Lowe's, Kodak, Apple) and in some cases entire industries (e.g., software-as-a-service). The common justification is that these initiatives...