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| Author: | Lusch, R. F. Vargo, S. L. |
| Title: | Service-dominant logic: a necessary step |
| Journal: | European Journal of Marketing
2011 : VOL. 45:7/8, p. 1298-1309 |
| Index terms: | literature resources marketing theories logic |
| Language: | eng |
| Abstract: | This paper is a critical analysis of arguments that O'Shaughnessy and O'Shaughnessy made of service-dominant (here as: S-D.) logic. The paper shows that, contrary to the criticism of O'Shaughnessy and O'Shaughnessy, S-D. logic is neither regressive nor intended to displace all other marketing perspectives. In addition, S-D. logic is not advocating technology at the expense of explanatory theory. |
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