“Relationship” in Transition: An Introduction to the Special Issue on Relationship and Service-Dominant Logic

Abstract

on relationship and service-dominant (S-d) logic (Vargo and lusch 2004, 2008a). this special issue grew out of a double special session on the same topic at the 9th Conference on relationship Marketing, sponsored by the relationship Marketing Special interest Group of the american Marketing association and held in Berlin in 2009. the special session was motivated by our contention that many mainstream marketing terms take on different meanings when viewed from an S-d logic perspective rather than a goods-domi-nant (G-d) logic perspective. We thank Michael Kleinaltenkamp, Professor of Marketing at the Freie Universitat Berlin, host for the conference and editor of this journal, for his interest in making the topic a plenary presentation and discussion focus, as well as the focus of this special issue.the most obvious and critical of these conceptual transitions is found in the meaning of “service(s),” which in S-d logic becomes the