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Service-dominant logic: a rejoinder to Lusch and Vargo's reply.
- Source :
- European Journal of Marketing; 2011, Vol. 45 Issue 7/8, p1310-1318, 9p
- Publication Year :
- 2011
-
Abstract
- Purpose – This paper is a rejoinder to Lusch and Vargo's defense of their service-dominant logic paper against criticism. Design/methodology/approach – The paper responds to Lusch and Vargo's defense and criticism of the initial article primarily through examining the logic of their case. Findings – The paper finds that both the charges and the arguments against the criticism have no merit. Research limitations/implications – The paper offers guidance as to the approach needed to advance the study of service marketing. This rejects the notion that viewing all businesses as service entities is a progressive approach but recommends a disjunctive definition of service, which would throw up service-categories that needed to be studied in their own right if progress is to be made. Originality/value – The paper suggests that Lusch and Vargo's S-D-dominant logic is unlikely to be practically fruitful while remaining theoretically limited. [ABSTRACT FROM AUTHOR]
- Subjects :
- MARKETING research
BUSINESS research
LOGIC
DISJUNCTION (Logic)
SERVICE industries
Subjects
Details
- Language :
- English
- ISSN :
- 03090566
- Volume :
- 45
- Issue :
- 7/8
- Database :
- Complementary Index
- Journal :
- European Journal of Marketing
- Publication Type :
- Academic Journal
- Accession number :
- 63557927
- Full Text :
- https://doi.org/10.1108/03090561111137732