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 both elaborative and critical viewpoints. Five recurring, contentious issues
among collaborating scholars, as they attempt to understand the full nature and
scope of S-D logic, are identified. These issues are clarified and refined, as is
appropriate to this co-creation of a service-centric philosophy by the worldwide
marketing community.
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2.
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3.
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and
Varey, Richard J.
(2006) ‘Introducing a Dialogical Orientation to
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4.
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(2004)
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5.
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6.
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7.
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Directions, pp. 354–364.
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8.
Gummesson, Evert
(2006) ‘Many-to-Many Marketing as Grand Theory:
A Nordic School Contribution’, in
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and
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9.
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10.
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11.
Lusch, Robert F.
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Stephen L. Vargo
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12.
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13.
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14.
Vargo, Stephen L.
and
Lusch, Robert F.
(2004b)
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15.
Vargo, Stephen L.
and
Lusch, Robert F.
(2006) ‘Service-Dominant Logic: What It Is, What
It Is Not, What It Might Be’, in
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16.
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and
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(2005)
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Service-Dominant Perspective’
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17.
Yang, Xiaokai
(2003) ‘A Review of the Literature of
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