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Service-Dominant Logic
Premises, Perspectives, Possibilities
The first accessible introduction to the principles and applications of Service-Dominant Logic, written by the world-leading authors of this perspective.
Robert F. Lusch (Author), Stephen L. Vargo (Author)
9780521124324, Cambridge University Press
Paperback, published 30 January 2014
248 pages, 31 b/w illus.
24.6 x 17.3 x 1.5 cm, 0.46 kg
'Service-dominant logic has been widely accepted as a leading theory and thinking framework for service sciences and engineering. It is now entering the consciousness of business leaders and practitioners: in multiple disciplines in business research and technology development, service-dominant logic is becoming part of the standard vocabulary and its relevance to practice is even more prominent as the data- and analytics-driven economy is emerging. Written by the pioneers who defined and framed the theory and applications of service-dominant logic, this monograph is a must read for researchers and practitioners alike.' Daniel Dajun Zeng, Professor in Management Information Systems, Eller College of Management, University of Arizona; Research Faculty, Chinese Academy of Sciences; and Editor-in-Chief of IEEE Intelligent Systems
In 2004, Robert F. Lusch and Stephen L. Vargo published their groundbreaking article on the evolution of marketing theory and practice toward 'service-dominant (S-D) logic', describing the shift from a product-centred view of markets to a service-led model. Now, in this keenly anticipated book, the authors present a thorough primer on the principles and applications of S-D logic. They describe a clear alternative to the dominant worldview of the heavily planned, production-oriented, profit-maximizing firm, presenting a coherent, organizing framework based on ten foundational premises. The foundational premises of S-D logic have much wider implications beyond marketing for the future of the firm, transcending different industries and contexts, and will provide readers with a deeper sense of why the exchange of service is the fundamental basis of all social and economic exchange. This accessible book will appeal to students, as well as to researchers and practitioners.
Foreword
Preface
Part I. Premises: 1. The service-dominant mindset
2. Roots and heritage
3. Axioms and foundational premises
4. Service as a guiding framework
Part II. Perspectives: 5. It's all actor-to-actor (A2A)
6. The nature, scope, and integration of resources
7. Collaboration
8. Service ecosystems
Part III. Possibilities: 9. Strategic thinking
10. Conclusions and considerations
Appendix
Index.
Subject Areas: Sales & marketing [KJS], Business & management [KJ]