Assessing Sources of Competitive Advantage in a Service-Dominant World

Vargo and Lusch (2004), in their award-winning Journal of Marketing article, have called for a paradigmatic shift in marketing to a service-dominant logic. This paper discusses research findings of the Marketing Performance Centre (MPC) into service firm marketing practices and performance and reflects on how sources of advantage should be assessed in a service-dominant, relational and co-created value context.