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The SAGE Handbook of Service-Dominant Logic


Synopsis


Service-Dominant Logic presents a major paradigm shift in thinking about value creation and markets, moving from a 'goods/product' logic to a logic that treats the process of service provision as the basis of all exchange, both commercial and social. This timely Handbook brings together chapters written by a stellar cast of expert authors from around the globe, arranged around eleven core themes, to provide a comprehensive overview of key issues, developments, debates and potential future directions for this dynamic field of study:

Part 1: Introduction and Background

Part 2: Value Cocreation

Part 3: Service Exchange

Part 4: Service Ecosystems

Part 5: Institutions and Institutional Arrangements

Part 6: Resources and Resource Integration    

Part 7: Actors and Practices

Part 8: Innovation  

Part 9: Midrange Theory

Part 10: Selected Applications  

Part 11: Reflections and Prospects

This Handbook is an essential reference text for scholars, students, consultants and advanced practitioners across a wide range of business & management practices and academic disciplines.

Vargo, Stephen L.

Summary

Chapter 1: Service-Dominant Logic: Foundations and Developments

* Defines service-dominant (S-D) logic as a paradigm shift in marketing theory that focuses on the creation and exchange of value through service.
* Example: Uber's ride-hailing service creates value by connecting passengers to drivers, providing a seamless transportation experience.

Chapter 2: The Role of the Consumer in Service-Dominant Logic

* Emphasizes the active role of consumers in value co-creation.
* Example: IKEA's furniture products empower consumers to assemble and customize their own purchases, enhancing their value experience.

Chapter 3: Resources and Capabilities in Service-Dominant Logic

* Argues that resources and capabilities are not owned but rather accessed through relationships and interactions.
* Example: Netflix's success lies in its ability to leverage data and streaming partnerships to provide personalized entertainment experiences.

Chapter 4: Value Co-Creation and Exchange

* Explains how value is jointly created through the interaction between providers and consumers.
* Example: Starbucks' "Third Place" strategy creates a social space where customers can connect and engage, enhancing the value of their coffee experience.

Chapter 5: The Service Ecosystem

* Describes the interconnected network of actors and resources that support service creation and exchange.
* Example: Amazon's ecosystem includes suppliers, fulfillment partners, and consumers who collaborate to deliver seamless online shopping experiences.

Chapter 6: Service Innovation and Design

* Explores the principles of service innovation and design that prioritize value co-creation.
* Example: Airbnb's "Experiences" platform allows hosts to offer unique experiences alongside accommodations, catering to consumers' desire for personalized travel.

Chapter 7: Service Marketing and Communication

* Reframes marketing as a process of facilitating value co-creation and communicating its benefits.
* Example: Apple's "Genius Bar" provides personalized support and training, demonstrating the company's commitment to enhancing customer value.

Chapter 8: Service Measurement and Evaluation

* Discusses the challenges of measuring service value and suggests alternative approaches.
* Example: SurveyMonkey uses customer feedback to evaluate and improve its online survey platform, ensuring it meets users' needs.

Chapter 9: Service Research and Theory Development

* Highlights the methodological implications of S-D logic and proposes new research directions.
* Example: Ethnographic studies can provide insights into the complex interactions and value co-creation processes involved in healthcare services.

Chapter 10: Implications for Management and Policy

* Explores the practical implications of S-D logic for business strategy and public policy.
* Example: The "sharing economy" encourages collaboration and resource optimization, which can benefit both businesses and consumers.