Competing through service: Insights from service-dominant logic

Robert F. Lusch, Stephen L. Vargo, Matthew O'Brien

Research output: Contribution to journalArticlepeer-review

1171 Scopus citations


Service-dominant logic (S-D logic) is contrasted with goods-dominant (G-D) logic to provide a framework for thinking more clearly about the concept of service and its role in exchange and competition. Then, relying upon the nine foundational premises of S-D logic [Vargo, Stephen L. and Robert F. Lusch (2004). "Evolving to a New Dominant Logic for Marketing," Journal of Marketing, 68 (January) 1-17; Lusch, Robert F. and Stephen L. Vargo (2006), "Service-Dominant Logic as a Foundation for Building a General Theory," in The Service-Dominant Logic of Marketing: Dialog, Debate and Directions. Robert F. Lusch and Stephen L. Vargo (eds.), Armonk, NY: M.E. Sharpe, 406-420] nine derivative propositions are developed that inform marketers on how to compete through service.

Original languageEnglish (US)
Pages (from-to)5-18
Number of pages14
JournalJournal of Retailing
Issue number1
StatePublished - 2007
Externally publishedYes


  • Derivative propositions
  • Goods-dominant logic
  • Service-dominant logic

ASJC Scopus subject areas

  • Marketing


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