Some of the regular readers of my posts know that I’m a big fan of Service Dominant Logic, which I consider a timely and welcome breath of fresh air in Marketing thought:
Service-Dominant (S-D) Logic is a mindset 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 exchange of service—the applications of competences (knowledge and skills) for the benefit of a party. That is, service is exchanged for service; all firms are service firms [ ]
In line with S-D logic [ ] all of marketing needs to break free from the goods and manufacturing-based model—that is, goods-dominant (G-D) logic. S-D logic embraces concepts of the value-in-use and co-creation of value rather than the value-in-exchange and embedded-value concepts of G-D logic. [ ]
Whether I’m discussing the use and effectiveness of (new) distribution channels, interpreting Customer Journey research insights and conclusions, evaluating marketing campaigns, designing new CRM capabilities, new service policies, alternate business models or making decisions about funding projects, the Logic of Service provides the mindset, thought and concepts that help me evaluate and shape these decisions.
If you’re interested in this logic, please follow and read the following people and spaces: