Service-Dominant Logic: Premises, Perspectives, Possibilities

<p>In 2004, Robert F. Lusch and Stephen L. Vargo published their groundbreaking article on the evolution of marketing theory and practice toward "service-dominant (S-D) logic", describing the shift from a product-centred view of markets to a service-led model. Now, in this keenly anticipated book, the authors present a thorough primer on the principles and applications of S-D logic. They describe a clear alternative to the dominant worldview of the heavily planned, production-oriented, profit-maximizing firm, presenting a coherent, organizing framework based on ten foundational premises. The foundational premises of S-D logic have much wider implications beyond marketing for the future of the firm, transcending different industries and contexts, and will provide readers with a deeper sense of why the exchange of service is the fundamental basis of all social and economic exchange. This accessible book will appeal to students, as well as to researchers and practitioners.</p>

Business & Money

Lusch, Robert F.

Vargo, Stephen L.

Marketing & Sales

Cambridge University Press

Expanding on the editors' award-winning article "Evolving to a New Dominant Logic for Marketing," this book presents a challenging new paradigm for the marketing discipline. This new paradigm is service-oriented, customer-oriented, relationship-focused, and knowledge-based, and places marketing, once viewed as a support function, central to overall business strategy. Service-dominant logic defines service as the application of competencies for the benefit of another entity and sees mutual service provision, rather than the exchange of goods, as the proper subject of marketing. It moves the orientation of marketing from a "market to" philosophy where customers are promoted to, targeted, and captured, to a "market with" philosophy where the customer and supply chain partners are collaborators in the entire marketing process. The editors elaborate on this model through an historical analysis, clarification, and extension of service-dominant logic, and distinguished marketing thinkers then provide further insight and commentary. The result is a more comprehensive and inclusive marketing theory that will challenge both current thinking and marketing practice.

The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions

Routledge

<p>Product Description      Are you prepared for the coming AI era?AI advances will profoundly change your daily service interactions, so this book provides readers with a necessary understanding of service, the application of resources (e.g., knowledge) for the benefit of another. In just minutes, you can learn about today’s use of early-stage AI for automation and augmentation, and essential elements of service science, service-dominant (S-D) logic, and Service Dominant Architecture (SDA).Ultimately improved service for all is possible with human-level AI and digital twins – but requires investing wisely in better models: Better models of the world both complex natural and social systems (science), better mental-models in people to improve interactions (logic), better cultural and structural models of organizations to improve change (architecture), and better trusted and responsible AI models. The service innovation community studies and builds better models to improve interactions and change in business and society.The book challenges all responsible actors – individuals, businesses, universities, and governments – to invest systematically and wisely to upskill with AI (the X+AI vision). The service innovation community is a growing transdiscipline harnessing all disciplines to become better T-shaped professionals. Extensive end notes, bibliography, and index are provided.      About the Author      Jim Spohrer co-founded IBM’s service science initiative and the International Society of Service Innovation Professionals.Paul P. Maglio is a Professor of Management and Cognitive Science at the University of California, Merced. He co-founded service science at IBM, was Editor-in-Chief of INFORMS Service Science (2013-2018) and is lead editor of the Handbook of Service Science, Volumes I and II.Stephen L. Vargo is a Shidler Distinguished Professor and Professor of Marketing at the University of Hawai’i at Manoa and is editor-in-chief of AMS Review. He is the co-creator of service-dominant (S-D) logic.Markus Warg is a Professor for Leadership, Service Design and Risk Management at University of Applied Sciences Wedel/Hamburg. In 2015 he published the Service Dominant Architecture (SDA).</p>

Service in the AI Era: Science, Logic, and Architecture Perspectives

Spohrer, Jim

Maglio, Paul P.

Warg, Markus

Industries

Business Expert Press

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