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Service-dominant logic: reactions, reflections and refinements

University of Arizona, United States of America

Stephen L. Vargo

University of Hawaii, United States of America

As one of its own foundational premises implies, the value of service-dominant (S-D) logic is necessarily in its open, collaborative effort. Thus, the authors invite and welcome both elaborative and critical viewpoints. Five recurring, contentious issues among collaborating scholars, as they attempt to understand the full nature and scope of S-D logic, are identified. These issues are clarified and refined, as is appropriate to this co-creation of a service-centric philosophy by the worldwide marketing community.

Key Words: marketing theory • relationship marketing • resource integration • resource theory • service-dominant logic • S-D logic • service marketing

Marketing Theory, Vol. 6, No. 3, 281-288 (2006)
DOI: 10.1177/1470593106066781


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