Robert Aitken, David Ballantyne, Phil Osborne, and John Williams

Introduction to the special issue on the service-dominant logic of marketing: insights from The Otago Forum
Marketing Theory 2006 6: 275-280. [PDF] [References]  

Robert F. Lusch and Stephen L. Vargo

Service-dominant logic: reactions, reflections and refinements
Marketing Theory 2006 6: 281-288. [Abstract] [PDF] [References]  

Invited commentaries on the service-dominant logic by participants in The Otago Forum
Marketing Theory 2006 6: 289-298. [PDF]  

Lisa Peñaloza and Alladi Venkatesh

Further evolving the new dominant logic of marketing: from services to the social construction of markets
Marketing Theory 2006 6: 299-316. [Abstract] [PDF] [References]  

Christian Grönroos

Adopting a service logic for marketing
Marketing Theory 2006 6: 317-333. [Abstract] [PDF] [References]  

David Ballantyne and Richard J. Varey

Creating value-in-use through marketing interaction: the exchange logic of relating, communicating and knowing
Marketing Theory 2006 6: 335-348. [Abstract] [PDF] [References]  

Daniel J. Flint

Innovation, symbolic interaction and customer valuing: thoughts stemming from a service-dominant logic of marketing
Marketing Theory 2006 6: 349-362. [Abstract] [PDF] [References]  

Roderick J. Brodie, Mark S. Glynn, and Victoria Little

The service brand and the service-dominant logic: missing fundamental premise or the need for stronger theory?
Marketing Theory 2006 6: 363-379. [Abstract] [PDF] [References]  

Sharon Schembri

Rationalizing service logic, or understanding services as experience?
Marketing Theory 2006 6: 381-392. [Abstract] [PDF] [References]  

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