The evolution of the S-D logic approach and its impact on service science

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The S-D Logic approach has developed into a solid theoretical framework influencing the field of service science and marketing since its introduction by Vargo and Lusch in 2004. Many research papers were published, forums and conferences were founded and a vivid discussion took place over S-D Logic. However, S-D Logic still has not been established as a holistic theory. Thus, the aim of this paper is to analyze the evolution of the S-D Logic approach and its influence on marketing theory and service science, as well as its critical factors based on qualitative literature analysis and conceptual research. As an outcome, the paper provides a timeline featuring landmark publications, and important milestones of the SD Logic approach associated with real world implications.