Evolving service for a complex, resilient, and sustainable world

Robert F. Lusch, James C. Spohrer

Research output: Contribution to journalComment/debatepeer-review

35 Scopus citations


As the world evolves complex interdependencies, it is more important than ever to pay special attention to service system resiliency and sustainability. The emergence and growth of service science and Service-Dominant (S-D) Logic helps to encourage systems-level thinking and provides at least some initial guidance on developing appropriate 'mind-sets' and skills. In turn, this provides the means to be more innovative in developing solutions to 'wicked' human problems that growing complexity brings forth. Undoubtedly, some of these innovative solutions must deal with policymaking. And some of these policies may encourage new types of value-propositions that grant shared access rights to resources while developing new rules that allow the co-evolution of dispute resolutions. This invited commentary on service integration and coordination in a complex world should be of value to enterprises and governments searching for ways to adopt a more service-oriented perspective and develop more innovative service offerings.

Original languageEnglish (US)
Pages (from-to)1491-1503
Number of pages13
JournalJournal of Marketing Management
Issue number13-14
StatePublished - Dec 2012


  • Service-Dominant Logic
  • complexity
  • innovation
  • service sciene
  • systems thinking

ASJC Scopus subject areas

  • Strategy and Management
  • Marketing


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