In 2004, Robert F. Lusch and Stephen L. Vargo published their groundbreaking article on the new concept of Service-Dominant Logic, describing the shift from a product-centred view of the firm 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. Lusch and Vargo describe a clear alternative to the neoclassical economics worldview of the production-oriented, profit-maximizing firm, presenting a coherent organizing framework based on ten foundational premises. Although originating in the field of marketing, the foundational premises of SDL have much wider implications for the future of the organization of the firm, transcending different industries and contexts, to give readers a deeper sense of why the exchange of service is the fundamental basis of all human economic exchange. This accessible book will appeal to postgraduate students, as well as to researchers and practitioners.
Robert F. Lusch is the James and Pamela Muzzy Chair in Entrepreneurship at the Eller College of Management, University of Arizona. He is past editor of the Journal of Marketing and Chairperson of the American Marketing Association. Professor Lusch's research focuses on marketing strategy and theory with a major focus on the service-dominant logic of marketing. He is the recipient of many awards including the 2013 AMA/Irwin Distinguished Marketing Educator Award.