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| Author: | Brown, S. Patterson, A. |
| Title: | Harry Potter and the service-dominant logic of marketing: a cautionary tale |
| Journal: | Journal of Marketing Management
2009 : VOL. 25:5-6, p. 519-533 |
| Index terms: | marketing service |
| Language: | eng |
| Abstract: | Much has been written about Service-Dominant Logic, Vargo and Lusch's vaunted contention that service isn't an add-on to goods but goods are tangible reminders of service. Most of these writings are conceptual rather than empirical, however. Here, an empirical dimension to SDL is added by means of a qualitative study of the Harry Potter phenomenon. It is shown that although Harry Potter can be successfully viewed through V&L's lens, the picture is not crystal clear. So vague is the resultant image, in fact, that SDL should be handled with considerable care and more than a modicum of caution. |
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