Service-Dominant Logic

Vargo and Lusch's seminal paper proposed a new dominant logic for marketing that transcends the traditional goods-dominant logic that marketing inherited from economics. Service-dominant (S-D) logic is the term which this new dominant logic was subsequently titled. Ten foundational premises form the basis of S-D logic. In S-D logic, service is the fundamental basis of exchange; operant resources are the main source of competitive advantage; co-creation of value is a central premise with value being created collaboratively through the interaction that occurs in networks. S-D logic is fundamentally relational in nature. Keywords: service-dominant logic; foundational premises; value; co-creation; operant resources