Service, value networks and learning

Robert F. Lusch, Stephen L. Vargo, Mohan Tanniru

Research output: Contribution to journalArticlepeer-review

680 Scopus citations


Both supply chain management (SCM) and marketing in general have been moving from models and purposes narrowly focused on goods to more general models and purposes associated with partnerships, value networks, service provision, and value creation. Some of this movement has been captured in what has become known as service-dominant (S-D) logic. This article applies S-D logic to thinking about SCM in terms of service provision, in which goods are seen as service distribution or provisioning mechanisms, explores and elaborates on the concept of a value network, and develops a model of the firm as an essential service provisioning agent in a complex and adaptive value network. Research and managerial opportunities are also explored.

Original languageEnglish (US)
Pages (from-to)19-31
Number of pages13
JournalJournal of the Academy of Marketing Science
Issue number1
StatePublished - Feb 2010
Externally publishedYes


  • Infomediaries
  • Information technology
  • Learning
  • Resources
  • Service
  • Service-Dominant logic
  • Supply chain management
  • Value networks

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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