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Journal of the Academy of Marketing Science

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01-03-2008 | Conceptual/Theoretical Paper

The service-dominant logic and the future of marketing

Authors: David Ballantyne, Richard J. Varey

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

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Abstract

According to Vargo and Lusch (Journal of Marketing, 68:1–17, 2004a, Journal of Service Research, 6:324–335, b), service is the appropriate logic for marketing. For them, service is an interactive process of “doing something for someone” that is valued. More radically, goods also render service and have value-in-use. In this context service becomes the unifying purpose of any business relationship. This marketing world-view involves broadening and reframing what by convention counts as service and stands in opposition to 200 years of mainstream economic logic in explaining productive capacity. In our view they have succeeded in applying their scholarly thinking to old themes with synergistic results. Their thesis challenges marketing orthodoxy, and will in our view support much future innovation in both theoretical and practical terms.

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Title: The service-dominant logic and the future of marketing
Authors: David Ballantyne
Richard J. Varey
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/s11747-007-0075-8

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Other articles of this Issue 1/2008

A descriptive model of the consumer co-production process

Reconfiguration of the conceptual landscape: a tribute to the service logic of Richard Normann

Managing innovation through customer coproduced knowledge in electronic services: An exploratory study

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

Service-dominant logic and resource theory

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