Evolving to a New Dominant Logic for Marketing¶
Why this mattered¶
TBD
Abstract¶
Marketing inherited a model of exchange from economics, which had a dominant logic based on the exchange of “goods,” which usually are manufactured output. The dominant logic focused on tangible resources, embedded value, and transactions. Over the past several decades, new perspectives have emerged that have a revised logic focused on intangible resources, the cocreation of value, and relationships. The authors believe that the new perspectives are converging to form a new dominant logic for marketing, one in which service provision rather than goods is fundamental to economic exchange. The authors explore this evolving logic and the corresponding shift in perspective for marketing scholars, marketing practitioners, and marketing educators.
Related¶
- cite → SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality — Vargo and Lusch cite SERVQUAL as part of the services-marketing tradition that shifted attention from goods attributes to perceived service quality and customer value.
- cite → An Evolutionary Theory of Economic Change. — Vargo and Lusch draw on Nelson and Winter's evolutionary view of economic change to frame marketing logic as an evolving set of institutions and capabilities.
- enables ← SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality — SERVQUAL's service-quality measurement enabled service-dominant logic by treating value as customer-perceived service performance rather than product attributes alone.
- enables ← An Evolutionary Theory of Economic Change. — Evolutionary economic change enabled service-dominant logic's view of markets as dynamic systems shaped by learning, routines, and resource integration.