This commentary addresses some common themes of the papers from the 3rd EMAC/ANZMAC Research Symposium track on service-dominant (S-D) logic: (1) issues and approaches to measurement, (2) the need for plural versus singular paradigms, and (3) questions concerning the boundary conditions of S-D logic. It suggests that since S-D logic is not a normative theory and is an alternative to the current (goods-) dominant logic, caution must be exercised in designing empirical tests. It also suggests that since S-D logic transcends the goods vs. services logics, it obviates the need for pluralism and is capable of spanning boundaries created by goods-dominant-logic…possible path for its development.
Brookes, Richard and RoderickJ. Brodie (2007), The Service-Dominant Logic of Marketing: A Logical and Evidential Case for Multiple Logics, Australasian Marketing Journal, (in press).
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DittrichKoenJaspersFerdinandvan der ValkWendyWynstraFinnDealing with DualitiesIndustrial Marketing Management352006792–796(July)
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HakanssonHakanFordD.How Should Companies Interact in Business Networks?Journal of Business Research5522002133–139
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HuntShelby D.Foundations of Marketing Theory: Toward a General Theory of Marketing2002M.E. SharpeArmonk, NY
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LewisM.W.Exploring Paradox: Toward a More Comprehensive GuideAcademy of Management Review2542000760–776
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Sweeney, JillianC. (2007), “Moving Towards the Service Dominant Logic – A Comment,” Australasian Marketing Journal, (in press).
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Theoharakis, Vasilis and Laszlo Sajtos (2007), “The Service Dominant Logic: an MC21 Project View, Australasian Marketing Journal, (in press).
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Winklhofer, Heidi, AdrianA. Palmer, and RoderickJ. Brodie (2007), “Researching the Service Dominant Logic: Normative Perspective Versus Practice,” Australasian Marketing Journal, (in press).
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LuschRobert F.VargoStephen L.The Service-Dominant Logic of Marketing: Reactions, Reflections, and RefinementsMarketing Theory632006281–288(Lead Article)
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Vargo, StephenL. (2007) “On a Theory of Markets and Marketing: From Positively Normative to Normatively Positive,” Australasian Journal of Marketing, (in press).
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LuschRobert F.VargoStephen L.Evolving to a New Dominant Logic for MarketingJournal of Marketing6820041–17(January)
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LuschRobert F.VargoStephen L.The Four Services Marketing Myths: Remnants from a Manufacturing ModelJournal of Service Research2004324–335(May)
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LuschRobert F.VargoStephen L.Service-Dominant Logic: What It Is, What It Is Not, What It Might BeLuschR.F.VargoS.L.The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions2006ME SharpeArmonk, NY43–56
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Lusch, RobertF. and StephenL. Vargo (2008) “Service-Dominant Logic: Continuing the Evolution,” Journal of the Academy of Marketing Science, (in press).
