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Introducing S-D Logic and its 10 foundational premises

Master Thesis Service-Dominant Logic TheoryPublished July 8, 2011 at 22:48 No Comments

With this post I want to introduce to you the 10 foundational premises of service-dominant (S-D) logic. If you are new to the topic, take your time to read. Vargo & Lusch worked more than a decade before they published their famous article of 2004, so I think it is OK if you need some
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The evolution of marketing

Master Thesis Service-Dominant Logic TheoryPublished July 5, 2011 at 21:59 3 Comments

Some things only become clear if you know a little background or, in this case, history about it. That’s why I want to give a short overview of the evolution of marketing and point out the most important stages leading to “Service-Dominant Logic” (S-D logic), the basis for co-creation. Photo courtesy of jackhines The thought
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