Service-dominant logic

Service-dominant (S-D) logic is a meta-theoretical framework for explaining value creation, through exchange, among configurations of actors. The underlying idea of S-D logic is that humans apply their competences to benefit others and reciprocally benefit from others' applied competences through service-for-service exchange (Vargo and Lusch, 2004). Since the publication of the first S-D logic article entitled 'Evolving to a New Dominant Logic for Marketing' in 2004 in Journal of Marketing, S-D logic has become a cocreated effort of numerous scholars across disciplines, who share the common goal of contributing to the understanding of human value cocreation, by developing an alternative to traditional logics of exchange. Hence, S-D logic has been continually extended and elaborated. Among the most important extensions have been (1) the development of the service ecosystems perspective that allows a more holistic, dynamic, and systemic perspective of value creation and (2) the emphasis of institutions and institutional arrangements as coordination mechanisms in such systems (Vargo and Lusch, 2016). Service-dominant (S-D) logic is a meta-theoretical framework for explaining value creation, through exchange, among configurations of actors. The underlying idea of S-D logic is that humans apply their competences to benefit others and reciprocally benefit from others' applied competences through service-for-service exchange (Vargo and Lusch, 2004). Since the publication of the first S-D logic article entitled 'Evolving to a New Dominant Logic for Marketing' in 2004 in Journal of Marketing, S-D logic has become a cocreated effort of numerous scholars across disciplines, who share the common goal of contributing to the understanding of human value cocreation, by developing an alternative to traditional logics of exchange. Hence, S-D logic has been continually extended and elaborated. Among the most important extensions have been (1) the development of the service ecosystems perspective that allows a more holistic, dynamic, and systemic perspective of value creation and (2) the emphasis of institutions and institutional arrangements as coordination mechanisms in such systems (Vargo and Lusch, 2016).