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Gaining Competitive Advantage with Service-Dominant Logic - Abstract

Authors

Robert F. Lusch (rlusch@eller.arizona.edu), University of Arizona
Stephen L. Vargo (svargo@hawaii.edu), University of Hawaii

Abstract

An introduction to service-dominant logic is provided and used as a platform to explain how firms can use this logic to develop strategies that provide them competitive advantage. A brief review of the foundational premises of S-D logic and the expanded view of resources upon which S-D logic is grounded is provided. This is used to discuss how firms can develop strategies centered on developing value propositions that offer service flows rather than tangible goods. This strategy is enhanced by an understanding of the service ecosystem the firm operates within and how to sense and respond in this system. Finally the importance of conversation and dialogue with other members of the service ecosystem is discussed.

The Handbook of Business-to-Business Marketing

This chapter is part of the ISBM Handbook of Business-to-Business Marketing, edited by Professors Gary Lilien and Raj Grewal. The Handbook of Business-to-Business Marketing is available from Edward Elgar Publishing and other online book retailers.

As the authors retain the copyright to their chapters, only they have the right to use or distribute their chapter. If you would like a copy of this chapter, please contact the author or authors directly through their emails included above.

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