Journal of the Academy of Marketing Science

, Volume 36, Issue 1, pp 1–10

Service-dominant logic: continuing the evolution

Conceptual/Theoretical Paper


Since the introductory article for what has become known as the “service-dominant (S-D) logic of marketing,” “Evolving to a New Dominant Logic for Marketing,” was published in the Journal of Marketing (Vargo, S. L., & Lusch, R. F. (2004a)), there has been considerable discussion and elaboration of its specifics. This article highlights and clarifies the salient issues associated with S-D logic and updates the original foundational premises (FPs) and adds an FP. Directions for future work are also discussed.


Service-dominant logic New-dominant logic Service 

Copyright information

© Academy of Marketing Science 2007

Authors and Affiliations

  1. 1.Shidler Distinguished Professor, Associate Professor and Shidler College of BusinessUniversity of HawaiiHonoluluUSA
  2. 2.Lisle & Roslyn Payne Professor of MarketingUniversity of ArizonaTucsonUSA

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