Evolving to a New Dominant Logic for Marketing

Vargo, Stephen L.; Lusch, Robert F.

doi:10.1509/jmkg.68.1.1.24036

Cited by 14,779Service and Product InnovationCustomer Service Quality and LoyaltyMarketing and Advertising Strategies

Evolving to a New Dominant Logic for Marketing

Vargo, Stephen L., Lusch, Robert F.·2004·Journal of Marketing

DOI 10.1509/jmkg.68.1.1.24036

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Abstract

Marketing inherited a model of exchange from economics, which had a dominant logic based on the exchange of “goods,” which usually are manufactured output. The dominant logic focused on tangible resources, embedded value, and transactions. Over the past several decades, new perspectives have emerged that have a revised logic focused on intangible resources, the cocreation of value, and relationships. The authors believe that the new perspectives are converging to form a new dominant logic for marketing, one in which service provision rather than goods is fundamental to economic exchange. The authors explore this evolving logic and the corresponding shift in perspective for marketing scholars, marketing practitioners, and marketing educators.

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Service-Dominant logic offers a meaningful theoretical framework to address the co-creation of value for all in the context of the smart tourism destination.
“Service-Dominant logic (S-D logic) offers a meaningful theoretical framework to address the co-creation of value for all in the context of the smart tourism destination (Vargo and Lusch, 2004).”
From Smart tourism destinations: ecosystems for tourism destination competitiveness (2016) · cites this paper as Vargo and Lusch, 2004
Value is co-created by the firm and its customers.
“Vargo and Lusch (2004) introduced the service-dominant (SD) logic, arguing that value is co-created by the firm and its customers.”
From Stakeholder marketing: theoretical foundations and required capabilities (2015) · cites this paper as Vargo and Lusch 2004

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Authors: Vargo, S. L., & Lusch, R. F.
Affiliations: School of Business, University of Maryland
Texas Christian University (US)
Corresponding author: Vargo, Stephen L.
Lusch, Robert F.
ORCID: Vargo, Stephen L.
Lusch, Robert F.
Venue: Journal of Marketing
Publisher: SAGE Publications
Published: 2004-01
Volume: 68
Issue: 1
Pages: 1-17
ISSN: 0022-2429 (ISSN-L)
1547-7185
DOI: 10.1509/jmkg.68.1.1.24036
OpenAlex: W2135526934
Cited by: 14,779
References: 119
Citations by year: 2026: 695 · 2025: 640 · 2024: 650 · 2023: 674 · 2022: 765 · 2021: 903 · 2020: 920 · 2019: 891 · 2018: 913 · 2017: 842 · 2016: 930 · 2015: 970 · 2014: 932 · 2013: 837 · 2012: 808
FWCI: 304.94
Type: journal article
Language: en
Open access: closed
Licence: journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations: Journal of Marketing (publishedVersion)
Topics: Social Sciences › Business, Management and Accounting › Marketing › Service and Product Innovation
Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
Keywords: dominant logic, marketing theory, intangible resources, value co-creation, customer relationships, service delivery, goods versus services, economic exchange, marketing education

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Evolving to a New Dominant Logic for Marketing

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