Journal of the Academy of Marketing Science

, Volume 38, Issue 1, pp 19–31 | Cite as

Service, value networks and learning

  • Robert F. Lusch
  • Stephen L. Vargo
  • Mohan Tanniru
Conceptual/Theoretical Paper


Both supply chain management (SCM) and marketing in general have been moving from models and purposes narrowly focused on goods to more general models and purposes associated with partnerships, value networks, service provision, and value creation. Some of this movement has been captured in what has become known as service–dominant (S–D) logic. This article applies S–D logic to thinking about SCM in terms of service provision, in which goods are seen as service distribution or provisioning mechanisms, explores and elaborates on the concept of a value network, and develops a model of the firm as an essential service provisioning agent in a complex and adaptive value network. Research and managerial opportunities are also explored.


Service–Dominant logic Value networks Information technology Resources Learning Supply chain management Infomediaries Service 



We would like to thank Mark Lusch and Gunter Wessels for reviewing earlier drafts of this manuscript.


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Copyright information

© Academy of Marketing Science 2009

Authors and Affiliations

  • Robert F. Lusch
    • 1
  • Stephen L. Vargo
    • 2
  • Mohan Tanniru
    • 3
  1. 1.Eller College of ManagementUniversity of ArizonaTucsonUSA
  2. 2.Shidler College of BusinessUniversity of HawaiiHonoluluUSA
  3. 3.School of Business AdministrationOakland UniversityRochesterUSA

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