Skip to main content
SpringerLink
Log in

Institutions and axioms: an extension and update of service-dominant logic

  • Conceptual/Theoretical Paper
  • Published:
Journal of the Academy of Marketing Science Aims and scope Submit manuscript

Abstract

Service-dominant logic continues its evolution, facilitated by an active community of scholars throughout the world. Along its evolutionary path, there has been increased recognition of the need for a crisper and more precise delineation of the foundational premises and specification of the axioms of S-D logic. It also has become apparent that a limitation of the current foundational premises/axioms is the absence of a clearly articulated specification of the mechanisms of (often massive-scale) coordination and cooperation involved in the cocreation of value through markets and, more broadly, in society. This is especially important because markets are even more about cooperation than about the competition that is more frequently discussed. To alleviate this limitation and facilitate a better understanding of cooperation (and coordination), an eleventh foundational premise (fifth axiom) is introduced, focusing on the role of institutions and institutional arrangements in systems of value cocreation: service ecosystems. Literature on institutions across multiple social disciplines, including marketing, is briefly reviewed and offered as further support for this fifth axiom.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Subscribe and save

Springer+ Basic
$34.99 /Month
  • Get 10 units per month
  • Download Article/Chapter or eBook
  • 1 Unit = 1 Article or 1 Chapter
  • Cancel anytime
Subscribe now

Buy Now

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Fig. 1

Similar content being viewed by others

Explore related subjects

Discover the latest articles, news and stories from top researchers in related subjects.

Notes

  1. In Lusch and Vargo (2014), we use the term “logics” rather than “arrangements.” Since the former term tends to be specifically associated with the organizational institutionalization literature, we have begun using the latter term.

  2. It is interesting that this manuscript predates Smith’s work on the wealth of nations and his ideas on economics. Also of the many unpublished manuscripts in his files upon his death all were to be destroyed except the “History of Astronomy,” subsequently published in 1980 by Oxford University Press in a collection of articles.

  3. Although laws and public policy are institutions, we do not review the literature in this area since what is written is not about institutional thought per se but more about the evaluation of the functioning of laws and public policy.

References

  • Abernathy, W. J., & Clark, K. (1985). Innovation: mapping the winds of creative destruction. Research Policy, 14(1), 3–22.

    Article  Google Scholar 

  • Akaka, M. A., Vargo, S. L., & Lusch, R. F. (2013). The complexity of context: a service ecosystems approach for international marketing. Journal of International Marketing, 21(4), 1–20.

    Article  Google Scholar 

  • Alderson, W. (1957). Marketing behavior and executive action. Homewood: Richard D. Irwin.

    Google Scholar 

  • Alderson, W. (1965). Dynamic marketing behavior. Homewood: Richard D. Irwin.

    Google Scholar 

  • Alderson, W., & Cox, R. (1948). Towards a theory of marketing. Journal of Marketing, 8(2), 137–152.

    Article  Google Scholar 

  • Araujo, L., & Spring, M. (2006). Services, products, and the institutional structure of production. Industrial Marketing Management, 35(7), 797–805.

    Article  Google Scholar 

  • Arndt, J. (1981). The political economy of marketing systems: reviving the institutional approach. Journal of Macromarketing, 1(2), 36–47.

    Article  Google Scholar 

  • Arnould, E. J. (2006). Service-dominant logic and consumer culture theory: natural allies in and emerging paradigm. Marketing Theory, 6(3), 293–298.

    Google Scholar 

  • Arrow, K. J. (1987). Reflections on the essays. In G. Feiwel (Ed.), Arrow and the foundations of the theory of economic policy (pp. 727–34). NY: NYU Press.

    Chapter  Google Scholar 

  • Arthur, B. W. (2009). The nature of technology: What it is and how it evolves. New York: Free Press.

    Google Scholar 

  • Arthur, B. W. (2013). Complexity economics: A different framework for economic thought. Santa Fe Institute Working Paper 2013-04-012. Santa Fe: Santa Fe Institute.

    Google Scholar 

  • Arthur, B. W. (2014). Complexity and the economy. Oxford: Oxford University Press.

    Google Scholar 

  • Battilana, J., & D'Aunno, T. (Eds.). (2009). Institutional work and the paradox of embedded agency. New York: Cambridge University Press.

    Google Scholar 

  • Beinhocker, E. D. (2006). The origins of wealth: evolution, complexity, and the radical remaking of economics. Boston: Harvard Business School Press.

    Google Scholar 

  • Beinhocker, E. D. (2010). Evolution as computation: Implications for economic theory and ontology. Santa Fe Working Paper 2010-12-037. Santa Fe: Santa Fe Institute.

    Google Scholar 

  • Bello, D. C., Lohtia, R., & Sangtani, V. (2004). An institutional analysis of supply chain innovations in global marketing channels. Industrial Marketing Management, 33(1), 57–64.

    Article  Google Scholar 

  • Bernstein, W. J. (2004). The birth of plenty: How the prosperity of the world was created. New York: McGraw-Hill.

    Google Scholar 

  • Bettencourt, L., Lusch, R. F., & Vargo, S. L. (2014). A service lens on value creation: how marketing should enable strategic advantage. California Management Review, 57(1), 44–66.

    Article  Google Scholar 

  • Bill, J. A., & Hardgrave, R. L., Jr. (1981). Comparative politics: The Quest for theory. Washington, DC: Bell and Howell.

    Google Scholar 

  • Bourdieu, P. (1977). Outline of a theory of practice. Cambridge: The Press Syndicate of the University of Cambridge.

    Book  Google Scholar 

  • Brodie, R. J., Glynn, M. S., & Little, V. (2006). The service brand and the service-dominant logic: missing fundamental premise or the need for stronger theory? Marketing Theory, 6(3), 363–379.

    Article  Google Scholar 

  • Brodie, R. J., Saren, M., & Pels, J. (2011). Theorizing about the service dominant logic: the bridging role of middle range theory. Marketing Theory, 11(March), 175–191.

    Google Scholar 

  • Cannon, J. P., Achrol, R. S., & Gundlach, G. T. (2000). Contracts, norms, and plural form governance. Journal of the Academy of Marketing Science, 28(2), 180–194.

    Article  Google Scholar 

  • Carson, S. J., Devinney, T. M., Dowling, G. R., & John, G. (1999). Understanding institutional designs within marketing value systems. The Journal of Marketing, 63(Special Issue), 115–130.

    Article  Google Scholar 

  • Chandler, J., & Lusch, R. F. (2015). Service systems: a broadened framework and research agenda on value propositions, engagement and service experience. Journal of Service Research, 18(1), 6–22.

    Article  Google Scholar 

  • Chandler, J., & Vargo, S. L. (2011). Contextualization: network intersections, value-in-context, and the co-creation of markets. Marketing Theory, 11(1), 35–49.

    Article  Google Scholar 

  • Coase, R. H. (1937). The nature of the firm. Economica, 4(16), 386–405.

    Article  Google Scholar 

  • Coase, R. H. (1972). Industrial organization: A proposal for research. V. Fuchs (ed.) in Policy Issues and Research Opportunities in Industrial Organization: National Bureau of Economic Research (pp. 59–73).

  • Commons, J. R. (1934). Institutional economics: its place in political economy. New York: Macmillan.

    Google Scholar 

  • Davis, L. E., & North, D. C. (1971). Institutional change and American economic growth. Cambridge: Cambridge University Press.

    Book  Google Scholar 

  • DiMaggio, P. J. (1988). Interest and agency in institutional theory. In L. Zucker (Ed.), Institutional patterns and organizations: Culture and environment (pp. 3–21). Cambridge: Ballinger.

    Google Scholar 

  • DiMaggio, P. J., & Powell, W. W. (1983). The iron cage revisited: institutional isomorphism and collective rationality in organizational fields. American Sociological Review, 48(2), 147–160.

    Article  Google Scholar 

  • DiMaggio, P. J., & Powell, W. W. (Eds.). (1991). “Introduction”. The New Institutionalism in Organizational Analysis (pp. 1–38). Chicago: University of Chicago Press.

    Google Scholar 

  • Duddy, E. A., & Revzan, D. A. (1953). Marketing: An institutional approach. New York: McGraw-Hill.

    Google Scholar 

  • Durkheim, E. (1912/2008). The elementary forms of the religious life [1912]. Oxford World’s Classics.

  • Edvardsson, B., Tronvol, B., & Gruber, T. (2011). Expanding understanding of service exchange and value co-creation: a social construction approach. Journal of the Academy of Marketing Science, 39(2), 327–39.

    Article  Google Scholar 

  • Friedland, R., & Alford, R. R. (1991). Bringing society back in: Symbols, practices and institutional contradictions. In P. DiMaggio & W. W. Powell (Eds.), The New Institutionalism in Organizational Analysis (pp. 232–263). Chicago: University of Chicago Press.

    Google Scholar 

  • Giddens, A. (1984). The constitution of society. Berkeley: University of California Press.

    Google Scholar 

  • Giesler, M. (2008). Conflict and compromise: drama in marketplace evolution. Journal of Consumer Research, 34(April), 739–753.

    Article  Google Scholar 

  • Granovetter, M. (1985). Economic action and social structure: the problem of embeddedness. American Journal of Sociology, 91(3), 481–510.

    Article  Google Scholar 

  • Grewal, R., & Dharwadkar, R. (2002). The role of the institutional environment in marketing channels. The Journal of Marketing, 66(3), 82–97.

    Article  Google Scholar 

  • Gronroos, C. (2008). Service logic revisited: who creates value? And who co-creates? European Business Review, 20(40), 298–314.

    Google Scholar 

  • Gronroos, C., & Voima, P. (2013). Critical service logic: making sense of value creation and co-creation. Journal of the Academy of Marketing Science, 41(2), 133–150.

    Article  Google Scholar 

  • Gundlach, G. T., & Achrol, R. S. (1993). Governance in exchange: contract law and its alternatives. Journal of Public Policy & Marketing, 12(2), 141–155.

    Google Scholar 

  • Hakansson, H., Ford, D., Gadde, L. E., Snehota, I., & Waluszewski, A. (2009). Business in networks. Chichister: John Wiley and Sons.

    Google Scholar 

  • Harrison, D., & Kjellberg, H. (2010). Segmenting a market in the making: Industrial market segmentation as construction. Industrial Marketing Management, 39(5), 784–792.

    Article  Google Scholar 

  • Hawley, A. H. (1968). Human ecology. In D. L. Sills (Ed.), International encyclopedia of the social sciences (pp. 328–337). New York: Macmillan.

    Google Scholar 

  • Heide, J. B., & John, G. (1992). Do norms matter in marketing relationships? The Journal of Marketing, 56(2), 32–44.

    Article  Google Scholar 

  • Hinings, C., Tolbert, P. S., Greenwood, R., & Oliver, C. (2008). Organizational institutionalism and sociology: A reflection. The Sage handbook of organizational institutionalism (pp. 473–490).

  • Holland, J. (2014). Complexity: A very short introduction. Oxford: Oxford University Press.

    Google Scholar 

  • Humphreys, A. (2010). Megamarketing: the creation of markets as a social process. Journal of Marketing, 74, 1–19.

    Article  Google Scholar 

  • Hunt, S. D. (1983). General theories and the fundamental explananda of marketing. Journal of Marketing, 47, 9–17.

    Article  Google Scholar 

  • Hunt, S. D. (2012). Toward the institutionalization of macromarketing. Journal of Macromarketing, 32(4), 404–411.

  • Kates, S. M. (2004). The dynamics of brand legitimacy: an interpretive study in the gay men’s community. Journal of Consumer Research, 31(2), 455–464.

    Article  Google Scholar 

  • Kjellberg, H., & Helgesson, C.-F. (2006). Multiple versions of markets: multiplicity and performativity in market practice. Industrial Marketing Management, 35(7), 839–855.

    Article  Google Scholar 

  • Kjellberg, H., & Helgesson, C.-F. (2007). On the nature of markets and their practices. Marketing Theory, 7(2), 137–162.

    Article  Google Scholar 

  • Koestler, A. (1973). The tree and the candle. In W. Gray & N. D. Rizzo (Eds.), Unity through Diversity, pt I (pp. 287–314). New York: Gordon and Breach Science Publishers.

    Google Scholar 

  • Korkman, O., Storbacka, K., & Harald, B. (2010). Practices as markets: value co-creation in e- invoicing. Australasian Marketing Journal, 18(4), 236–247.

    Article  Google Scholar 

  • Latour, B. (2005). Reassembling the Social: An introduction to actor-network-theory. Oxford: Oxford University Press.

    Google Scholar 

  • Lawrence, T. B., & Suddaby, R. (Eds.). (2006). Institutions and institutional work. London: Sage.

    Google Scholar 

  • Lawrence, T. B., Suddaby, R., & Leca, B. (2009). Introduction: Theorizing and studying institutional work. In T. B. Lawrence, R. Suddaby, & B. Leca (Eds.), Institutional work: Actors and agency in institutional studies of organizations (pp. 1–28). New York: Cambridge University Press.

    Chapter  Google Scholar 

  • Layton, R. A. (2011). Towards a theory of marketing systems. European Journal of Marketing, 45(1/2), 259–267.

    Article  Google Scholar 

  • Lewin, K. (1939). Field theory and experiment in social psychology. American Journal of Sociology, 44(6), 868–896.

    Article  Google Scholar 

  • Loasby, B. J. (2000). Market institutions and economic evolution. Journal of Evolutionary Economics, 10(3), 297–309.

    Article  Google Scholar 

  • Loasby, B. J. (2001). Knowledge, institutions and evolution in economics. New York: Routledge.

    Google Scholar 

  • Lusch, R. F., & Brown, J. R. (1996). Interdependency, contracting, and relational behavior in marketing channels. Journal of Marketing, 60, 19–38.

    Article  Google Scholar 

  • Lusch, R. F., & Nambisan, S. (2015). Service innovation: a service-dominant (s-d) logic perspective. Management Information Systems Quarterly, 39(1), 155–175.

    Google Scholar 

  • Lusch, R. F., & Tay, N. (2004). Agent-based modeling: Gaining insight into firm and industry performance. In C. Moorman & D. R. Lehman (Eds.), Assessing marketing strategy performance (pp. 213–227). Cambridge: Marketing Science Institute.

    Google Scholar 

  • Lusch, R. F., & Vargo, S. L. (2006). Service-dominant logic as a foundation for a general theory. In R. F. Lusch & S. L. Vargo (Eds.), The service-dominant logic of marketing: Dialog, debate, and directions (pp. 381–420). Armonk: ME Sharpe.

    Google Scholar 

  • Lusch, R. F., & Vargo, S. L. (2014). Service-dominant logic: Premises, perspectives, possibilities. Cambridge: Cambridge University Press.

    Google Scholar 

  • Lusch, R. F., & Webster, F. E. (2011). A stakeholder-unifying, cocreation philosophy for marketing. Journal of Macromarketing, 31(2), 129–134.

    Article  Google Scholar 

  • Lusch, R. F., Vargo, S. L., & O’Brien, M. (2007). Competing through service: insights from service-dominant logic. Journal of Retailing, 83(1), 5–18.

    Article  Google Scholar 

  • Lusch, R. F., Vargo, S. L., & Tanniru, M. (2010). Service, value-networks, and learning. Journal of the Academy of Marketing Science, 38(1), 19–31.

    Article  Google Scholar 

  • Macneil, I. R. (1980). The new social contract: An inquiry into modern contractual relations. London: Yale University Press.

    Google Scholar 

  • Maglio, P., Vargo, S. L., Caswell, N., & Spohrer, J. (2009). The service system is the basic abstraction of service science. Information Systems and e-Business Management, 7(4), 395–406.

    Article  Google Scholar 

  • McAlexander, J. H., Dufault, B. L., Martin, D. M., & Schouten, J. W. (2014). The marketization of religion: field, capital, and consumer identity. Journal of Consumer Research, 41(3), 858–875.

    Article  Google Scholar 

  • McColl-Kennedy, J. R., Vargo, S. L., Dagger, T. S., Sweeney, J. C., & van Kasteren, Y. (2012). Health care customer value co-creation practice styles. Journal of Service Research, 15(November), 370–89.

    Article  Google Scholar 

  • Menard, C. (1996). Markets as institutions versus organizations as markets? Disentangling some fundamental concepts. Journal of Economic Behavior and Organization, 28(2), 161–82.

    Article  Google Scholar 

  • Merriam Webster Online: An encyclopedia of the Britannica Co. (2015) http://www.merriam-webster.com/dictionary/interaction.

  • Merz, M., He, Y., & Vargo, S. L. (2009). The evolving brand logic: a service-dominant logic perspective. Journal of the Academy of Marketing Science, 37(3), 338–44.

    Article  Google Scholar 

  • Meyer, J. W., & Rowan, B. (1977). Institutionalized organizations: formal structure as myth and ceremony. American Journal of Sociology, 83(2), 340–363.

    Article  Google Scholar 

  • Mitchell, W. C. (1937). The backward art of spending money and other essays. New York: Augustus M. Kelley, Inc.

    Google Scholar 

  • Mitchell, M. (2009). Complexity: A guided tour. New York: Oxford University Press.

    Google Scholar 

  • Moeller, S. (2008). Customer integration – a key to an implementation perspective of service provision. Journal of Service Research, 11(November), 197–210.

    Article  Google Scholar 

  • Mokyr, J. (2002). The gifts of Athena: Historical origins of the knowledge economy. Princeton: Princeton University Press.

    Google Scholar 

  • Nicolini, D. (2009). Zooming in and out: studying practices by switching theoretical lenses and trailing connections. Organization Studies, 30(12), 1391–1418.

    Article  Google Scholar 

  • North, D. C. (1990). Institutions, institutional change, and economic performance. Cambridge: Cambridge University Press.

    Book  Google Scholar 

  • Orlikowski, W. J. (2007). Sociomaterial practices: exploring technology at work. Organization Studies, 28(9), 1435–1448.

    Article  Google Scholar 

  • Ostrom, E. (1990). Governing the commons: The evolution of institutions of collective action. Cambridge: Cambridge University Press.

    Book  Google Scholar 

  • Ostrom, E. (2005). Understanding institutional diversity. Princeton: Princeton University Press.

    Google Scholar 

  • Payne, A., Storbacka, K., & Frow, P. (2008). Managing the co-creation of value. Journal of the Academy of Marketing Science, 36(1), 83–96.

    Article  Google Scholar 

  • Payne, A., Storbacka, K., Frow, P., & Knox, S. (2009). Co-creating brands: diagnosing and designing the relationship experience. Journal of Business Research, 62(3), 379–389.

    Article  Google Scholar 

  • Peters, B. G. (2012). Institutional theory in political science: The new institutionalism. New York: Continuum International Publishing Group.

    Google Scholar 

  • Polanyi, K. (1968). The economy as instituted process. In E. LeClair & H. Schneider (Eds.), Economic anthropology (p. 126). New York: Holt, Rinehart and Winston.

    Google Scholar 

  • Ramaswamy, V., & Ozcan, K. (2014). The co-creation paradigm. Redwood City: Stanford University Press.

    Google Scholar 

  • Rand, W., & Rust, R. T. (2011). Agent-based modeling in marketing: guidelines for rigor. International Journal of Reserch in Marketing, 28(3), 181–193.

  • Randall, W. S., Pohlen, T. L., & Hanna, J. B. (2010). Evolving a theory of performance based logistics using insights from service-dominant logic. Journal of Business Logistics, 31(2), 35–61.

    Article  Google Scholar 

  • Reckwitz, A. (2002). Toward a theory of social practices: a development in culturalist theorizing. European Journal of Social Theory, 5(2), 243–263.

    Article  Google Scholar 

  • Revzan, D. A. (1968). The holistic-institutional approach to marketing. In J. B. Kernan & M. S. Sommers (Eds.), Perspectives in marketing (pp. 97–136). New York: Appleton.

    Google Scholar 

  • Rindfleisch, A., & Moorman, C. (2003). Interfirm cooperation and customer orientation. Journal of Marketing Research, 40(4), 421–436.

    Article  Google Scholar 

  • Schumpeter, J. A. (1934, 1980). The theory of economic development. London: Oxford University Press.

  • Scott, W. R. (2001). Institutions and organizations. Thousand Oaks: Sage.

    Google Scholar 

  • Scott, W. R. (2008). Institutions and organizations: Ideas and interests. Los Angeles: Sage.

    Google Scholar 

  • Shaw, E. H., Brian Jones, D. G., & McLean, P. A. (2010). The early schools of marketing thought. In P. Maclaran, M. Saren, B. Stern, & M. Tadajewski (Eds.), The Sage handbook of marketing theory (pp. 27–41). Los Angeles: Sage.

    Google Scholar 

  • Shaw, G., Bailey, A., & Williams, A. (2011). Aspects of service-dominant logic and its implications for tourism management: examples from the hotel industry. Tourism Management, 32(2), 207–214.

    Article  Google Scholar 

  • Sheth, J. N., & Parvatiyar, A. (1995). Relationship marketing and consumer markets: antecedents and consequences. Journal of Academy of Marketing Science, 23(4), 255–271.

    Article  Google Scholar 

  • Simon, H. A. (1945/1997). Administrative behavior: A study of decision-making processes in administrative organizations. New York: The Free Press.

  • Simon, H. A. (1957). A behavioral model of rational choice. in Models of man, social and rational: mathematical essays on rational human behavior in a social setting. New York: Wiley.

  • Simon, H. A. (1978). Rationality as process and as product of thought. The American Economic Review, 68(2), Papers and Proceedings of the Ninetieth Annual Meeting of The American Economic Association. 1–16.

  • Simon, H. A. (1996). The sciences of the artificial. Cambridge: The MIT Press.

    Google Scholar 

  • Smith, A. (1980). The principles which lead and direct philosophical enquiries: Illustrated by the history of astronomy. In W. P. D. Wightman (Ed.), Essays on philosophical subjects (pp. 33–105). Oxford: Oxford University Press.

    Google Scholar 

  • Spencer, H. (1910). The principles of sociology. London: Appleton.

    Google Scholar 

  • Spohrer, J., & Maglio, P. P. (2008). Fundamentals of service science. Journal of the Academy of Marketing Science, 36(1), 18–20.

    Article  Google Scholar 

  • Spohrer, J., Maglio, P. P., Bailey, J., & Gruhl, D. (2007). Towards a science of service systems. Computer, 40(1), 71–77.

    Article  Google Scholar 

  • Stern, L. W., & Reve, T. (1980). Distribution channels as political economies: a framework for comparative analysis. Journal of Marketing, 44(Summer), 52–64.

    Article  Google Scholar 

  • Swedberg, R. (1991). Major traditions of economic sociology. Annual Review of Sociology, 17, 251–276.

    Article  Google Scholar 

  • Tay, N., & Lusch, R. F. (2005). A preliminary test of Hunt’s general theory of competition: using artificial adaptive agents to study complex and ill-defined environments. Journal of Business Research, 58(9), 1155–1168.

    Article  Google Scholar 

  • Tesfatsion, L. (2002). Agent-based computational economics: growing economies from the ground Up. Artificial Life, 8(1), 55–82.

    Article  Google Scholar 

  • Thornton, P. H., Ocasio, W., & Lounsbury, M. (2012). The institutional logics perspective: A new approach to culture, structure and process. Oxford: Oxford University Press.

    Book  Google Scholar 

  • Vargo, S. L. (2007). On a theory of markets and marketing: from positively normative to normatively positive. Australasian Marketing Journal, 15(1), 53–60.

    Article  Google Scholar 

  • Vargo, S. L. (2008). Customer integration and value creation: paradigmatic traps and perspectives. Journal of Service Research, 11(November), 211–215.

    Article  Google Scholar 

  • Vargo, S. L. (2009). Towards a transcending conceptualization of relationship: a service dominant logic perspective. Journal of Business and Industrial Marketing, 24(5), 373–78.

    Google Scholar 

  • Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(January), 1–17.

    Article  Google Scholar 

  • Vargo, S. L., & Lusch, R. F. (2006). Service-Dominant Logic: What it is, what it is not, what it might be. In R. F. Lusch & S. L. Vargo (Eds.), The service-dominant logic of marketing: Dialog, debate, and directions (pp. 43–56). Armonk: ME Sharpe.

    Google Scholar 

  • Vargo, S. L., & Lusch, R. F. (2008). Service-dominant logic: continuing the evolution. Journal of the Academy of Marketing Science, 36(1), 1–10.

    Article  Google Scholar 

  • Vargo, S. L., & Lusch, R. F. (2010). From repeat patronage to value co-creation in ecosystems: a transcending conceptualization of relationship. Journal of Business Market Management, 4(4), 169–79.

    Article  Google Scholar 

  • Vargo, S. L., & Lusch, R. F. (2011). It’s all b2b and beyond…: toward a systems perspective of the market. Industrial Marketing Management, 40(2), 181–187.

    Article  Google Scholar 

  • Vargo, S. L., & Morgan, F. W. (2005). Services in society and academic thought: an historical perspective. Journal of Macromarketing, 25(1), 42–53.

    Article  Google Scholar 

  • Vargo, S. L., Maglio, P. P., & Akaka, M. A. (2008). On value and value co-creation: a service systems and service logic perspective. European Management Journal, 26(3), 145–52.

    Article  Google Scholar 

  • Vargo, S. L., Wieland, H., & Akaka, M. A. (2015). Institutions in innovation: a service ecosystems perspective. Industrial Marketing Management, 44(1), 63–72.

    Article  Google Scholar 

  • Veblen, T. (1899/1934). The theory of the leisure class: an economic study of institutions. New York: The Modern Library.

  • Venkatesh, A., Penaloza, L., & Firat, A. (2006). The market as a sign system and the logic of the market. In R. F. Lusch & S. L. Vargo (Eds.), The service-dominant logic of marketing: Dialog, debate, and directions (pp. 251–265). Armonk: ME Sharpe.

    Google Scholar 

  • von Mises, L. (2008/1949). Human action. The scholar’s edition. The Ludwig von Mises Institute, Alabama.

  • Weld, L. D. H. (1916). The marketing of farm products. New York: Macmillan.

    Google Scholar 

  • Whitehead, A. N. (1911). An introduction to mathematics. Cambridge: Cambridge University Press.

    Google Scholar 

  • Williamson, O. E. (1975). Markets and hierarchies: Analysis and antitrust implications. New York: Free Press.

    Google Scholar 

  • Williamson, O. E. (1981). The modern corporation: origins, evolution, attributes. Journal of Economic Literature, 19(4), 1537–1568.

    Google Scholar 

  • Williamson, O. E. (1985). The economic institutions of capitalism. New York: Free Press.

    Google Scholar 

  • Williamson, O. E. (1988). The logic of economic organization. Journal of Law, Economics, and Organization, 4(1), 65–93.

    Google Scholar 

  • Williamson, O. E. (1991). Comparative economic organization: the analysis of discrete structural alternatives. Administrative Science Quarterly, 36(2), 269–296.

    Article  Google Scholar 

  • Williamson, O. E. (2000). The new institutional economics: taking stock, looking ahead. Journal of Economic Literature, 38(3), 595–613.

    Article  Google Scholar 

  • Yan, J., Ye, K., Wang, H., & Hua, Z. (2010). Ontology of collaborative manufacturing: alignment of service-oriented framework with service-dominant logic. Expert Systems with Applications, 37(2), 2222–2231.

    Article  Google Scholar 

  • Yang, Z., Su, C., & Fam, K. S. (2012). Dealing with institutional distances in international marketing channels: governance strategies that engender legitimacy and efficiency. Journal of Marketing, 76(3), 41–55.

    Article  Google Scholar 

Download references

Acknowledgments

The authors would like to thank Heiko Wieland, Kaisa Koskela-Huotari and Zhen Tang for their assistance with the drafting of this article.

Author information

Authors and Affiliations

  1. Shidler College of Business, University of Hawai’i at Mānoa, 2404 Maile Way, Honolulu, HI, 96822, USA

    Stephen L. Vargo

  2. Eller College of Management, University of Arizona, 1130 East Helen Street, Tucson, AZ, 85721, USA

    Robert F. Lusch

Authors
  1. Stephen L. Vargo
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Robert F. Lusch
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Stephen L. Vargo.

Rights and permissions

Reprints and permissions

About this article

Check for updates. Verify currency and authenticity via CrossMark

Cite this article

Vargo, S.L., Lusch, R.F. Institutions and axioms: an extension and update of service-dominant logic. J. of the Acad. Mark. Sci. 44, 5–23 (2016). https://doi.org/10.1007/s11747-015-0456-3

Download citation

  • Received:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s11747-015-0456-3

Keywords

Search

Navigation