Evolving to a New Dominant Logic for Marketing

Stephen L. Vargo, Robert F. Lusch

Research output: Contribution to journalArticle

6271 Scopus citations

Abstract

Marketing inherited a model of exchange from economics, which had a dominant logic based on the exchange of "goods," which usually are manufactured output. The dominant logic focused on tangible resources, embedded value, and transactions. Over the past several decades, new perspectives have emerged that have a revised logic focused on intangible resources, the cocreation of value, and relationships. The authors believe that the new perspectives are converging to form a new dominant logic for marketing, one in which service provision rather than goods is fundamental to economic exchange. The authors explore this evolving logic and the corresponding shift in perspective for marketing scholars, marketing practitioners, and marketing educators.

Original languageEnglish (US)
Pages (from-to)1-17
Number of pages17
JournalJournal of marketing
Volume68
Issue number1
DOIs
StatePublished - Jan 2004

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

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