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The evolution of the S-D logic approach and its impact on service science

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Journal of Service Science Research

Abstract

The S-D Logic approach has developed into a solid theoretical framework influencing the field of service science and marketing since its introduction by Vargo and Lusch in 2004. Many research papers were published, forums and conferences were founded and a vivid discussion took place over S-D Logic. However, S-D Logic still has not been established as a holistic theory. Thus, the aim of this paper is to analyze the evolution of the S-D Logic approach and its influence on marketing theory and service science, as well as its critical factors based on qualitative literature analysis and conceptual research. As an outcome, the paper provides a timeline featuring landmark publications, and important milestones of the SD Logic approach associated with real world implications.

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Correspondence to Romana Olexova.

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Romana Olexova is a post-doc fellow at the Faculty of Business, University of Economics in Bratislava. She holds a master degree in business management and a PhD in the field of economics of trade and services from the University of Economics in. Bratislava. Her research focuses on online marketing and services.

Viera Kubickova is the vice-dean for research and doctoral studies of Faculty of Commerce at University of Economics in Bratislava. Her research interests include Service Science, Business Services and Service Innovation.

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Olexova, R., Kubickova, V. The evolution of the S-D logic approach and its impact on service science. J Serv Sci Res 6, 99–124 (2014). https://doi.org/10.1007/s12927-014-0004-6

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