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01-03-2008 | Conceptual/Theoretical Paper | Issue 1/2008

Journal of the Academy of Marketing Science 1/2008

Service-dominant logic: continuing the evolution

Journal:
Journal of the Academy of Marketing Science > Issue 1/2008
Authors:
Stephen L. Vargo, Robert F. Lusch

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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