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Service-dominant logic: continuing the evolution

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Abstract

Since the introductory article for what has become known as the “service-dominant (S-D) logic of marketing,” “Evolving to a New Dominant Logic for Marketing,” was published in the Journal of Marketing (Vargo, S. L., & Lusch, R. F. (2004a)), there has been considerable discussion and elaboration of its specifics. This article highlights and clarifies the salient issues associated with S-D logic and updates the original foundational premises (FPs) and adds an FP. Directions for future work are also discussed.

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Acknowledgement

We would like to thank David Ballantyne and Richard Varey for their insights and suggestions for developing this commentary.

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Authors and Affiliations

  1. Shidler Distinguished Professor, Associate Professor and Shidler College of Business, University of Hawaii, 2024 Maile Way, Honolulu, HI, 96822, USA

    Stephen L. Vargo

  2. Lisle & Roslyn Payne Professor of Marketing, University of Arizona, 320 McClelland Hall, 1130 E. Helen Street, Tucson, AZ, 85721, USA

    Robert F. Lusch

Authors
  1. Stephen L. Vargo
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  2. Robert F. Lusch
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Correspondence to Stephen L. Vargo.

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Vargo, S.L., Lusch, R.F. Service-dominant logic: continuing the evolution. J. of the Acad. Mark. Sci. 36, 1–10 (2008). https://doi.org/10.1007/s11747-007-0069-6

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  • DOI: https://doi.org/10.1007/s11747-007-0069-6

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