On marketing theory and service-dominant logic: Connecting some dots

Abstract

This article serves as an introduction to a special section on ‘Extending Service-dominant Logic’, which includes articles developed from manuscripts presented at the Forum on Markets and Marketing held in Sydney, Australia. This special section is, in turn, part of a combined ‘special issue’, with related articles published in the Australasian Marketing Journal, the European Journal of Marketing, and the Journal of Macromarketing. Together with the articles in these journals, the four articles presented here move S-D logic closer to a theory of the market and marketing by further connecting conceptual dots and exploring the role of theory in relation to S-D logic, and S-D logic in relation to theoretical orientations.

Keywords

consumer culture theory marketing theory service-dominant logic social construction value-in-context

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