Reconfiguration of the conceptual landscape: A tribute to the service logic of Richard Normann

Stefan Michel, Stephen L. Vargo, Robert F. Lusch

Research output: Contribution to journalArticlepeer-review

67 Scopus citations


This article is a tribute to the late Richard Normann, whose call for a "service logic" (Normann, Reframing Business: When the Map Changes the Landscape, Wiley, Chichester, p. 99, 2001) both parallels and enriches service-dominant (S-D) logic (Vargo and Lusch, J. Mark, 68:1-17, 2004a). Like Vargo and Lusch, Normann shifted the focus of the offering from an output to a process of value creation and perceived the firm as an organizer of this process, with the customer as a co-producer, rather than a receiver of value. He also argued that offerings are "frozen knowledge," similar to Vargo and Lusch's contention that the basis of exchange is applied operant resources (service) and suggested that the 'dematerialization' of resources increases their 'liquidity', which allows increased "density" for value creation. Thus, he suggested that firms need to "reframe business"-rethink the logic of value creation-to reveal opportunities in reconfiguring the value constellations of which they are part. This tribute explores these and other similarities and differences between Normann's work and the evolving S-D logic.

Original languageEnglish (US)
Pages (from-to)152-155
Number of pages4
JournalJournal of the Academy of Marketing Science
Issue number1
StatePublished - 2008


  • Density
  • Liquification
  • Service-dominant logic
  • Value co-creation
  • Value constellations

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing


Dive into the research topics of 'Reconfiguration of the conceptual landscape: A tribute to the service logic of Richard Normann'. Together they form a unique fingerprint.

Cite this