Stephen L. Vargo

Evolving to a New Dominant Logic for Marketing

Marketing inherited a model of exchange from economics, which had a dominant logic based on the exchange of “goods,” which usually are manufactured output. The dominant logic fo...

Service-dominant logic: continuing the evolution

Service-dominant logic: reactions, reflections and refinements

As one of its own foundational premises implies, the value of service-dominant (S-D) logic is necessarily in its open, collaborative effort. Thus, the authors invite and welcome...

Competing through service: Insights from service-dominant logic

The Four Service Marketing Myths

Marketing was originally built on a goods-centered, manufacturing-based model of economic exchange developed during the Industrial Revolution. Since its beginning, marketing has...

Service-Dominant Logic: What It Is, What It Is Not, What It Might Be

The role of a producer traditionally has been viewed as the development and delivery of goods and services, and the role of customers has been viewed as the consumption of those...

Why “service”?

Services in Society and Academic Thought: An Historical Analysis

This article traces the development of economic activity and the sociopolitical, philosophical, and scientific agenda from which the present goods-centered paradigm of marketing...

Marketing as Service-Exchange:

Service-Dominant Logic as a Foundation for a General Theory

The quest for a general theory of marketing has been elusive. At least in part, this is because marketing is built on economic science, which has its own general theory. But, as...

On a Theory of Markets and Marketing: From Positively Normative to Normatively Positive

Marketing science is built on a foundation of economic science, which in turn is founded on Adam Smith's normative notions of how to create national wealth in the context of ind...