Service-Dominant Logic Premises, Perspectives, Possibilities [Hardcover]

The first accessible introduction to the principles and applications of Service-Dominant Logic, written by the world-leading authors of this perspective.Keenly anticipated primer on the principles and applications of Lusch and Vargo's groundbreaking work, describing the shift from a product-centred view of the firm to a service-led model. Originating in the field of marketing, the foundational premises of SDL have wider implications for the future of the organization of the firm.Keenly anticipated primer on the principles and applications of Lusch and Vargo's groundbreaking work, describing the shift from a product-centred view of the firm to a service-led model. Originating in the field of marketing, the foundational premises of SDL have wider implications for the future of the organization of the firm.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 actol&