Evolving to a New Dominant Logic for Marketing
2003/12/22 by Stephen L. Vargo, Robert F. Lusch · 14,477 citations
Business, Management and Accounting · #Artificial intelligence #Business #Computer science #Customer Service Quality and Loyalty #Management and Marketing Education #Marketing #Marketing and Advertising Strategies #Marketing management #Marketing mix #Perspective (graphical) #Service (business) #Service-dominant logic #Value (mathematics)
paper · doi:10.1509/jmkg.68.1.1.24036
published in Journal of Marketing 68(1), 1-17 (SAGE Publishing)
openalex publication_date 2003/12/22 · openalex created_date 2025/10/10 · openalex updated_date 2026/08/06
Abstract
Marketing inherited a model of exchange from economics, which had a dominant logic based on the exchange of “goods,” which usually are manufactured output. The dominant logic focused on tangible resources, embedded value, and transactions. Over the past several decades, new perspectives have emerged that have a revised logic focused on intangible resources, the cocreation of value, and relationships. The authors believe that the new perspectives are converging to form a new dominant logic for marketing, one in which service provision rather than goods is fundamental to economic exchange. The authors explore this evolving logic and the corresponding shift in perspective for marketing scholars, marketing practitioners, and marketing educators.
Citations
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