SRg中山大学中国第三产业研究中心
SRg中山大学中国第三产业研究中心
Purpose – This paper is a rejoinder to Lusch and Vargo’s defense of their service-dominant logic paper against criticism.SRg中山大学中国第三产业研究中心
Design/methodology/approach – The paper responds to Lusch and Vargo’s defense and criticism of the initial article primarily through examining the logic of their case.SRg中山大学中国第三产业研究中心
Findings – The paper finds that both the charges and the arguments against the criticism have no merit.SRg中山大学中国第三产业研究中心
Research limitations/implications – The paper offers guidance as to the approach needed to advance the study of service marketing. This rejects the notion that viewing all businesses as service entities is a progressive approach but recommends a disjunctive definition of service, which would throw up service-categories that needed to be studied in their own right if progress is to be made.SRg中山大学中国第三产业研究中心
Originality/value – The paper suggests that Lusch and Vargo’s S-D-dominant logic is unlikely to be practically fruitful while remaining theoretically limited. SRg中山大学中国第三产业研究中心

John O’Shaughnessy,Nicholas Jackson O’Shaughnessy_2011:Service-dominant logic:a rejoinder to Lusch and Vargo’s reply

John O’Shaughnessy,Nicholas Jackson O’Shaughnessy_2011:Service-dominant logic:a rejoinder to Lusch and Vargo’s reply (68.10 KB)