Exploring Interaction in S-D Logic

This paper is aimed at integrating literature on S-D L with the interaction approach by IMP, in order to elaborate a model for representing business interaction in S-D Logic. A particular attention is devoted to the interactive and networked nature of value creation (Gummesson, 2006; Vargo & Lusch, 2008; Cova & Salle, 2008) and to the pivotal role of interactions in reciprocal value-creating processes (Gronroos, 2007; Gronroos & Ravald, 2009).