Service-dominant logic: Premises, perspectives, possibilities

Robert F Lusch, Stephen L. Vargo

Research output: Book/ReportBook

313 Citations (Scopus)

Abstract

In 2004, Robert F. Lusch and Stephen L. Vargo published their groundbreaking article on the evolution of marketing theory and practice toward "service-dominant (S-D) logic", describing the shift from a product-centred view of markets to a service-led model. Now, in this keenly anticipated book, the authors present a thorough primer on the principles and applications of S-D logic. They describe a clear alternative to the dominant worldview of the heavily planned, production-oriented, profit-maximizing firm, presenting a coherent, organizing framework based on ten foundational premises. The foundational premises of S-D logic have much wider implications beyond marketing for the future of the firm, transcending different industries and contexts, and will provide readers with a deeper sense of why the exchange of service is the fundamental basis of all social and economic exchange. This accessible book will appeal to students, as well as to researchers and practitioners.

Original languageEnglish (US)
PublisherCambridge University Press
Number of pages222
ISBN (Print)9781139043120, 9780521195676
DOIs
StatePublished - Jan 1 2012

Fingerprint

Service-dominant logic
Profit
World view
Industry
Organizing
Social exchange
Marketing
Marketing practices
Economic exchange
Marketing theory

ASJC Scopus subject areas

  • Business, Management and Accounting(all)

Cite this

Service-dominant logic : Premises, perspectives, possibilities. / Lusch, Robert F; Vargo, Stephen L.

Cambridge University Press, 2012. 222 p.

Research output: Book/ReportBook

Lusch, Robert F ; Vargo, Stephen L. / Service-dominant logic : Premises, perspectives, possibilities. Cambridge University Press, 2012. 222 p.
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