Service-Dominant Logic: Progress and Prospects . AMA Summer Educators’ Conference August 5, 2007 Stephen L. Vargo, University of Hawai’i at Manoa Robert F. Lusch, University of Arizona Melissa Akaka, University of Hawai’i at Manoa Yi He, University of Hawai’i at Manoa
Service-Dominant Logic: Progress and Prospects
AMA Summer Educators’ Conference
August 5, 2007
Stephen L. Vargo, University of Hawai’i at Manoa
Robert F. Lusch, University of Arizona
Melissa Akaka, University of Hawai’i at Manoa
Yi He, University of Hawai’i at Manoa
Do not reproduce or use without permission of Stephen L. Vargo
Value Proposition: There are alternative logics for understanding markets and marketing
Firms exist to make and sell goods
“The new dominant logic has important implications for marketing theory, practice, and pedagogy, as well as for general management and public policy. … The ideas expressed in the article and the commentaries will undoubtedly provoke a variety of reactions from readers of the Journal of Marketing.”
- Ruth Bolton, Editor, Journal of Marketing (2004)
Category Time Cited/Mentioned
*as of December 2006
Journal of Marketing (7)
Journal of Service Research (7)
International Journal of Service Industry Management (7)
European Journal of Marketing (5)
Industrial Marketing Management (5)
Journal of Business Research (4)
Journal of Retailing (3)
Marketing Science (3)
International Marketing Review (2)
Journal of Business-to-Business Marketing (2)
Journal of Public Policy & Marketing (2)
Numbers based on Social Science Citation Index.
Three main sub-themes underlying the knowledge integration focus on core concepts of S-D logic:
The categorization is adapted from marketing schools of thought presented by Shaw and Jones (2005). The numbers represent selected citations relating to or elaborating upon S-D logic (Vargo and Lusch 2004).
The following need further conceptual
development (deep meaning):
Can we understand marketing without a fuller understanding of the nature, scope and role of organizations, markets and marketing?
What service systems should be our primary focus?
Is S-D logic an organizational logic or a marketing logic?
What is consumer welfare under S-D logic?
How is firm performance best measured under S-D logic?
What are the conceptual aspects of resource integration?
How should national accounting systems be designed to be S-D informative?
Should S-D logic be the foundation of service science?
What is value and how to measure it?
What is service-centricity and how to measure it?
How do social and economic actors integrate resources?
What existing firms, industries and cultures best characterize S-D logic?
What are the obstacles to implementation of S-D logic?
Does S-D logic improve ethical decision-making and sensitivity?
(Venkatesh, Penalosa, and Firat 2006)
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to Create & Sustain
(Matter in Motion)
& Markets )
Through 1950 1950-2010 2010+