Tag Archives: Vargo and Lusch

Service Science vs. Service Dominant Logic

  SDL or Service Science: establishing standards or branding? IBM has been fostering “service science” as an approach to understand service and service innovation. Two academics who wrote the well known Journal of Marketing article have been promoting the “Service Dominant … Continue reading

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What is the degree of Service-ness?? Part I

How should a goods/service continuum be defined? In my dissertation ( Schirr 2008 ) I had in-depth discussions with thirty executives involved in service innovation in their organizations. One of them who had had a varied business career noted: I’ve worked … Continue reading

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