By Robert F. Lusch
In 2004, Robert F. Lusch and Stephen L. Vargo released their groundbreaking article at the evolution of selling idea and perform towards "service-dominant (S-D) logic", describing the shift from a product-centred view of markets to a service-led version. Now, during this keenly expected publication, the authors current a radical primer at the ideas and purposes of S-D good judgment. They describe a transparent substitute to the dominant worldview of the seriously deliberate, production-oriented, profit-maximizing enterprise, providing a coherent, organizing framework in accordance with ten foundational premises. The foundational premises of S-D good judgment have a lot wider implications past advertising and marketing for the way forward for the enterprise, transcending various industries and contexts, and should offer readers with a deeper experience of why the alternate of carrier is the elemental foundation of all social and fiscal alternate. This available ebook will attract scholars, in addition to to researchers and practitioners.
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Extra info for Service-Dominant Logic: Premises, Perspectives, Possibilities
Sample text
Sergio Barile, Full Professor of Business Management, University of Rome “La Sapienza” “In Service-Dominant Logic: Premises, Perspectives, Possibilities, Bob Lusch and Steve Vargo bring us to an elevated understanding of service as the foundation of value and exchange in modern society. The book provides in one place a compendium of existing S-D logic knowledge and, at the same time, takes us to new levels of possibilities achievable through adopting a service mindset. The book should be required reading for all students of business and society, old and young.
Managers and executives, almost always trained and educated with a G-D logic curriculum, learn how to manage inventory, production facilities, capital budgets, and other primarily operand resources; that is, they learn to manage balance-sheet assets.
The book comprises three parts. Part I, “Premises,” offers an introduction to the premises of S-D logic and is organized into four chapters. Chapter 1, “The service-dominant mindset,” provides the necessary concepts and ideas behind S-D logic to allow the reader to begin to view and think about social and economic organization in terms of the exchange of service among human actors. Chapter 2, “Roots and heritage,” explains how political and economic thought developed over hundreds of years around the concept of the production and export of surplus tangible goods as the key to national wealth and, subsequently, to the major paradigm for firm management, through profitable production.