From Goods-dominant logic to Service-dominant logic

In recent decades, the role of consumers in the marketing process has become more valuable to marketers. The previous theory – which focused only on the product itself and the services – has now become completely obsolete. This approach is called GDL, which is an acronym that stands for “Goods-dominant logic”. The need for a paradigm shift has also been recognized by professionals, so they have increasingly begun to develop theories that put customers at the center. This shift did not occur from one moment to the next. With the development of newer and newer theories, the theory that changed the basic direction of marketing appeared by the end of the 2000s. This new paradigm is linked to researchers Lusch and Vargo. Their study titled “Evolving to a New Dominant Logic for Marketing” was published in 2004 in a professional journal called Journal of Marketing. The new policy is now called Service-dominant logic, abbreviated SDL. However, this theory is still not fully accepted. In some cases, shortcomings can be identified, mainly in terms of practical implementation. Furthermore, some research show that some elements or tools of the previous theory - GDL - cannot be completely omitted due to their simple applicability.

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