Following the article by Vargo and Lusch (2004), the use of a service-dominant logic
has become an international topic for discussion. In the present article, following
the research tradition of the Nordic School, the contribution of service marketing
to marketing at large is discussed. In this article a service logic is compared to a
goods logic. It is concluded that a service logic fits best the context of most
goods producing businesses today. These conclusions are similar to those proposed by
Vargo and Lusch (2004). However, there are differences as well, as the approach of
the Nordic School is to study services directly in their marketing context and
report on how changing marketing contexts influence the logic required for effective marketing.
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