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Online Research Seminar
7:00 pm, Thursday, 24 March 2022

Service-Dominant (S-D) Logic is a mindset, or mental model, for a unified understanding of the purpose and nature of organizations, markets and society. The foundational proposition of S-D logic is that organizations, markets, and society are fundamentally concerned with value co-creation through the direct and indirect exchange of service—the application of one actor’s resources (e.g., knowledge and skills) for the benefit of another. That is, service is exchanged for service; all firms are service firms; all markets are centered on the exchange of service; and all economies and societies are best understood as service based. Fully embracing S-D logic requires breaking free from the traditional goods- and manufacturing-based model—that is, from “goods-dominant (G-D) logic.” This transition from G-D logic to S-D logic has implications for innovation in technology, markets, business models, and for sustainability.

Service-Dominant Logic: Backward and Forward book extract

About the speaker

Stephen L. Vargo is a Shidler Distinguished Professor and Professor of Marketing at the University of Hawai’i at Manoa. He has published in the Journal of Marketing, the Journal of the Academy of Marketing Science, the Journal of Consumer Research, the Journal of Service Research, MIS Quarterly, and other top-ranked journals, in addition to three books. He currently serves as editor-in-chief of the AMS Review and is on the editorial/advisory boards of 17 other journals. Professor Vargo has been awarded the Shelby D. Hunt/ Harold H. Maynard Award (twice) and the AMA/Sheth Foundation Award for his contributions to marketing theory, as well as the Christopher Lovelock Career Contributions Award, among other recognitions. The Web of Science Group has named him to its “Highly Cited Researchers” list (top 1%) in impact in economics and business, worldwide, for each of the last eight years and he is currently ranked #6 in career impact among marketing professors, worldwide, on the Stanford-Elsevier List.