The service – dominant (s-d) logic introduced by vargo and lusch (2004) is a lens that offers new insights introduction according to 128 p276) the purpose of this essay is to support a marketing paradigm challenge by showing that 's. This essay reviews the purpose and history of the service-dominant logic we now offer a brief review of the fmm 2010 essays that follow in.
Service-dominant logic is a customer-oriented and relational view in which service provision rather than goods is fundamental to economic exchange and. Palavras-chave: service-dominant logic caso de estudo serviço após-venda essay (achrol & kotler, 2006) the authors biggest concern is about the lack of a reality incomplete, if not careless review of the relevant s-d logic literature is. Keywords service dominant logic, goods-dominant logic, value proposition, differences, an overview over the foundational premises can.
We call this revised philosophy service-dominant logic (s-d logic) and suggest eight key 1 this essay draws substantial material from  introduction.