A Service Perspective of Marketing, Operations, and Value Creation

Melissa Archpru Akaka, Stephen L. Vargo, Robert F. Lusch

Research output: Chapter in Book/Report/Conference proceedingChapter

2 Scopus citations
Original languageEnglish (US)
Title of host publicationIntroduction to Service Engineering
PublisherJohn Wiley and Sons
Number of pages22
ISBN (Print)9780470382417
StatePublished - Jan 4 2010
Externally publishedYes


  • G-D logic vs. S-D logic on value creation
  • Goods-dominant (G-D) logic
  • Roles of operations and marketing - separate functions of firms
  • Service perspective of marketing, operations, and value creation
  • Shifting logic of exchange - toward a service-dominant logic

ASJC Scopus subject areas

  • General Engineering

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