Adopting a service logic for marketing

TLDR

Service-dominant logic has become an international topic for discussion following Vargo and Lusch (2004). The article discusses the contribution of service marketing to marketing at large and compares a service logic to a goods logic. The authors compare a service logic to a goods logic and analyze how the Nordic School’s direct study of services in marketing contexts reveals differences that shape the logic needed for effective marketing. The authors conclude that a service logic best fits most goods‑producing businesses today, echoing Vargo and Lusch (2004).

Abstract

Following the article by Vargo and Lusch (2004), the use of a service-dominant logic has become an international topic for discussion. In the present article, following the research tradition of the Nordic School, the contribution of service marketing to marketing at large is discussed. In this article a service logic is compared to a goods logic. It is concluded that a service logic fits best the context of most goods producing businesses today. These conclusions are similar to those proposed by Vargo and Lusch (2004). However, there are differences as well, as the approach of the Nordic School is to study services directly in their marketing context and report on how changing marketing contexts influence the logic required for effective marketing.