The Service Dominant Logic: an MC21 Project View

Abstract

Vargo and Lusch (2004) propose a framework that aims to expand the boundaries of the marketing discipline by moving away from the existing exchange paradigm and creating a new one. The S-D logic has the potential to strengthen the theoretical grounds of marketing by establishing links to other disciplines. This commentary attempts to discuss some aspects of the foundational premises of the S-D logic from the perspective of the MC21 group with special emphases on innovation, value creation and resource allocation.