Vargo and Lusch (2004) propose a framework that aims to expand the boundaries of the marketing discipline by moving away from the existing exchange paradigm and creating a new one. The S-D logic has the potential to strengthen the theoretical grounds of marketing by establishing links to other disciplines. This commentary attempts to discuss some aspects of the foundational premises of the S-D logic from the perspective of the MC21 group with special emphases on innovation, value creation and resource allocation.
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