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Published in: Journal of the Academy of Marketing Science 1/2008

01-03-2008 | Conceptual/Theoretical Paper

An expanded and strategic view of discontinuous innovations: deploying a service-dominant logic

Authors: Stefan Michel, Stephen W. Brown, Andrew S. Gallan

Published in: Journal of the Academy of Marketing Science | Issue 1/2008

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Abstract

The service-dominant logic (S-D logic) provides a novel and valuable theoretical perspective that necessitates a rethinking and reevaluation of the conventional literature on innovation. This literature is built upon a goods-dominant logic and has resulted in a restricted and out-moded perspective that overlooks many major discontinuous innovations. In this article, we show how many innovations can be better understood by deploying a S-D logic perspective. We present six S-D logic categories of discontinuous innovation positing that they can help scholars and managers analyze, design and implement breakthrough advances in resource use. We argue that discontinuous innovation can arise by changing any of the customers’ roles of users, buyers and payers on the first dimension. On the second dimension, the firm changes its value creation by embedding operant resources into objects, by changing the integrators of resources, and by reconfiguring value constellations. Finally, we offer some managerial and research implications of this expanded and strategic view of discontinuous innovation.

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Footnotes
1
As suggested by Lusch and Vargo (2006, p. 282), we use the plural term “services” in a GDL context and the singular “service” in the SDL context.
 
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Metadata
Title
An expanded and strategic view of discontinuous innovations: deploying a service-dominant logic
Authors
Stefan Michel
Stephen W. Brown
Andrew S. Gallan
Publication date
01-03-2008
Publisher
Springer US
Published in
Journal of the Academy of Marketing Science / Issue 1/2008
Print ISSN: 0092-0703
Electronic ISSN: 1552-7824
DOI
https://doi.org/10.1007/s11747-007-0066-9

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