Skip to content
Register Sign in Wishlist

Service-Dominant Logic
Premises, Perspectives, Possibilities

  • Date Published: January 2014
  • availability: Available
  • format: Paperback
  • isbn: 9780521124324


Add to wishlist

Other available formats:
Hardback, eBook

Request inspection copy

Lecturers may request a copy of this title for inspection

Product filter button
About the Authors
  • In 2004, Robert F. Lusch and Stephen L. Vargo published their groundbreaking article on the evolution of marketing theory and practice toward 'service-dominant (S-D) logic', describing the shift from a product-centred view of markets to a service-led model. Now, in this keenly anticipated book, the authors present a thorough primer on the principles and applications of S-D logic. They describe a clear alternative to the dominant worldview of the heavily planned, production-oriented, profit-maximizing firm, presenting a coherent, organizing framework based on ten foundational premises. The foundational premises of S-D logic have much wider implications beyond marketing for the future of the firm, transcending different industries and contexts, and will provide readers with a deeper sense of why the exchange of service is the fundamental basis of all social and economic exchange. This accessible book will appeal to students, as well as to researchers and practitioners.

    • First accessible introduction to the concept of Service-Dominant Logic, written by the world-leading authors of this perspective
    • Describes an alternative to the neoclassical economics worldview of the production-oriented, profit-maximizing firm
    • Presents an organizing framework, employing ten foundational premises
    • End-of-chapter questions provoke dialogue and reflection
    Read more

    Reviews & endorsements

    'Lusch and Vargo's new volume is a radical innovation in marketing thinking. The volume brilliantly advances and consolidates the S-D logic initial research proposal, intriguingly suggesting an interdisciplinary scientific paradigm which will engage numerous scholars across various knowledge domains.' Sergio Barile, Professor of Business Management, University of Rome 'La Sapienza'

    'In Service-Dominant Logic: Premises, Perspectives, Possibilities, Bob Lusch and Steve Vargo bring us to an elevated understanding of service as the foundation of value and exchange in modern society. The book provides in one place a compendium of existing S-D logic knowledge and, at the same time, takes us to new levels of possibilities achievable through adopting a service mindset. The book should be required reading for all students of business and society, old and young. Bravo!' Mary Jo Bitner, Professor and Executive Director, Center for Services Leadership, W. P. Carey School of Business, Arizona State University; and Editor of the Journal of Service Research

    'If you are a business practitioner or academic who has been following, either casually or carefully, the development of service-dominant (S-D) logic, you should read this book, for it pulls together the foundations, structure, and implications of S-D logic for business practice and theory. If you have not been following the development of S-D logic, you should definitely read this book, for it will alert you to a transformational framework for thinking about economic activity.' Shelby D. Hunt, The Jerry S. Rawls and P. W. Horn Professor of Marketing, Rawls College of Business Administration, Texas Tech University

    'This is the most seminal contribution to management and economic thinking that I have encountered during the whole of my career. Lusch and Vargo offer theory and concepts that unite the exponentially growing volume of data and research fragments from our complex modern society. Still, it is not the hard sell of yet another magic management bullet. The book should be read by everyone in management and economic disciplines: students, practitioners and politicians.' Evert Gummesson, Emeritus Professor, Stockholm University, Sweden

    'Ten years ago, Lusch and Vargo turned upside down more than 200 years of economic thought, advancing the view that capabilities rather than goods are fundamental to economic exchange, and setting the stage for the emergence of a new science of service. Now they have distilled their argument to its essence in a remarkable new book that is sure to become required reading for service scientists everywhere.' Paul P. Maglio, Professor of Technology Management at the University of California, Merced and Editor-in-Chief of Service Science

    'Service-Dominant Logic: Premises, Perspectives, Possibilities draws together nearly two decades of pioneering work and thought leadership by the authors. This scholarly and provocative text provides a penetrating analysis of the new discipline of service science. It combines groundbreaking research, deep insight and practical models and is an essential read for both reflective practitioners and students.' Adrian Payne, Professor of Marketing, Australia School of Business, University of New South Wales

    'Two thirds of the world´s population still live on less than two dollars per day. To start changing this, we need to understand this huge segment of society not as passive aid recipients and consumers (Goods Dominant Logic), but as innovative entrepreneurs constantly co-creating solutions to survive in their daily life (Service-Dominant Logic). The base of the pyramid is a rich, living laboratory where actor-to-actor collaboration integrating scarce resources for value co-creation in complex subsistence ecosystems is rooted and practiced every day; where people are SDL Natives. This definitive book by Lusch and Vargo provides us with the ultimate platform to better understand the complexities and opportunities of a service-dominant culture.' Javier Reynoso, Service Management Research Chair, EGADE Business School, Mexico

    'Service-dominant logic has been widely accepted as a leading theory and thinking framework for service sciences and engineering. It is now entering the consciousness of business leaders and practitioners: in multiple disciplines in business research and technology development, service-dominant logic is becoming part of the standard vocabulary and its relevance to practice is even more prominent as the data- and analytics-driven economy is emerging. Written by the pioneers who defined and framed the theory and applications of service-dominant logic, this monograph is a must read for researchers and practitioners alike.' Daniel Dajun Zeng, Professor in Management Information Systems, Eller College of Management, University of Arizona; Research Faculty, Chinese Academy of Sciences; and Editor-in-Chief of IEEE Intelligent Systems

    See more reviews

    Customer reviews

    Not yet reviewed

    Be the first to review

    Review was not posted due to profanity


    , create a review

    (If you're not , sign out)

    Please enter the right captcha value
    Please enter a star rating.
    Your review must be a minimum of 12 words.

    How do you rate this item?


    Product details

    • Date Published: January 2014
    • format: Paperback
    • isbn: 9780521124324
    • length: 248 pages
    • dimensions: 246 x 173 x 15 mm
    • weight: 0.46kg
    • contains: 31 b/w illus.
    • availability: Available
  • Table of Contents

    Part I. Premises:
    1. The service-dominant mindset
    2. Roots and heritage
    3. Axioms and foundational premises
    4. Service as a guiding framework
    Part II. Perspectives:
    5. It's all actor-to-actor (A2A)
    6. The nature, scope, and integration of resources
    7. Collaboration
    8. Service ecosystems
    Part III. Possibilities:
    9. Strategic thinking
    10. Conclusions and considerations

  • Authors

    Robert F. Lusch, University of Arizona
    Robert F. Lusch is the James and Pamela Muzzy Chair in Entrepreneurship at the Eller College of Management, University of Arizona. He is past editor of the Journal of Marketing and Chairperson of the American Marketing Association. Professor Lusch's research focuses on marketing strategy and theory with a major focus on the service-dominant logic of marketing. He is the recipient of many awards including the 2013 AMA/Irwin Distinguished Marketing Educator Award.

    Stephen L. Vargo, University of Hawaii, Manoa
    Stephen L. Vargo is a Shidler Distinguished Professor and Professor of Marketing at the University of Hawai'i at Manoa. Prior to entering academia, Professor Vargo had a career in entrepreneurial business and consulted with many corporations and governmental agencies. Professor Vargo's primary areas of research are marketing theory and thought, and consumers' evaluative reference scales. He has been awarded honorary professorships and has held visiting positions at many leading universities worldwide and is the recipient of major awards for his contributions to marketing theory and thought.

Related Books

Sorry, this resource is locked

Please register or sign in to request access. If you are having problems accessing these resources please email

Register Sign in
Please note that this file is password protected. You will be asked to input your password on the next screen.

» Proceed

You are now leaving the Cambridge University Press website. Your eBook purchase and download will be completed by our partner Please see the permission section of the catalogue page for details of the print & copy limits on our eBooks.

Continue ×

Continue ×

Continue ×
warning icon

Turn stock notifications on?

You must be signed in to your Cambridge account to turn product stock notifications on or off.

Sign in Create a Cambridge account arrow icon

Find content that relates to you

Join us online

This site uses cookies to improve your experience. Read more Close

Are you sure you want to delete your account?

This cannot be undone.


Thank you for your feedback which will help us improve our service.

If you requested a response, we will make sure to get back to you shortly.

Please fill in the required fields in your feedback submission.