One of the greatest and most joyful challenges of adult life is to develop skills that make the people around us better off with us than without us. Integrity is a key part of that challenge. We are social animals, aiming not simply to trade but to make a place for ourselves in a community. You don’t want to have to pretend that you feel proud of fooling your customers into believing you could be trusted.The ethical question is: how do people have to live in order to make the world...

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...

Expanding on the editors' award-winning article "Evolving to a New Dominant Logic for Marketing," this book presents a challenging new paradigm for the marketing discipline. This new paradigm is service-oriented, customer-oriented, relationship-focused, and knowledge-based, and places marketing, once viewed as a support function, central to overall business strategy. Service-dominant logic defines service as the application of competencies for the benefit of another entity and sees mutual ...

Service-Dominant Logic presents a major paradigm shift in thinking about value creation and markets, moving from a ‘goods/product’ logic to a logic that treats the process of service provision as the basis of all exchange, both commercial and social. This timely Handbook brings together chapters written by a stellar cast of expert authors from around the globe, arranged around eleven core themes, to provide a comprehensive overview of key issues, developments, debates and potential future ...

In their 2004 article "Evolving to a new dominant logic for marketing," Vargo and Lusch established the related principles that value is always co-created and, thus, firms cannot deliver value, but only develop compelling value propositions. This perspective is now known as "service-dominant (S-D) logic." Subsequent S-D logic work has suggested that value is not only always co-created; it also requires the integration of resources from multiple sources and thus is contextually contingent, ...