It is thought that the service-dominant logic view of marketing provides a valuable contribution to the dialogue about necessary and evolvin. The idea of service as being the dominant logic for marketing was presented by Steve Vargo and Robert Lusch in This idea revolved arou.
The Service Dominant Logic requires you to treat products as a service For example, Audi is not selling cars, it is providing mobility services. Service-dominant (S-D) logic is a meta-theoretical framework for explaining value creation, For example, it implies that (1) goods are distribution mechanisms for service provision (FP3) and (2) all economies are service economies (FP5).
Service-dominant (S-D) logic is a meta-theoretical framework for explaining value creation, .. Value co-creation in service logic: A critical analysis, Marketing Theory, 11(3), – Lusch, R.F., Vargo, S.L and O'Brien, M. (). Competing. Steve Vargo & Robert Lusch first introduced the service-dominant logic in , considering that service is the dominant logic for marketing. these actors implies that the service ecosystem is the unit of analysis best suited to.
This new service dominant logic view of marketing has already made a huge impact on Another good example of this is what Apple has done with the iphone. A crash course on goods-dominant versus service-dominant logic, Take IKEA, Apple, or ENEL – all actively working with customer and.
The publication of this is a great opportunity to publish this post about the Vargo & Lusch’s theory behind the rise of customer experience and ecosystems. Marketing professors Steven Vargo and Robert Lusch call this the transition from goods-dominant logic to service-dominant. Service-dominant (S-D) logic is a meta-theoretical framework for explaining value creation, . goods, service provision, etc.) are perceived and integrated differently by each actor and thus, value is also uniquely experienced and determined.
Axioms, Foundational Premises and Concepts of S-D Logic. Service-dominant logic is captured in eleven foundational premises (FPs), which were intended to. Five of these have been identified the axioms of S-D logic (Vargo and Lusch, ), from which the other FPs.