Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
1027292 | Australasian Marketing Journal (AMJ) | 2007 | 4 Pages |
Abstract
This commentary addresses some common themes of the papers from the 3rd EMAC/ANZMAC Research Symposium track on service-dominant (S-D) logic: (1) issues and approaches to measurement, (2) the need for plural versus singular paradigms, and (3) questions concerning the boundary conditions of S-D logic. It suggests that since S-D logic is not a normative theory and is an alternative to the current (goods-) dominant logic, caution must be exercised in designing empirical tests. It also suggests that since S-D logic transcends the goods vs. services logics, it obviates the need for pluralism and is capable of spanning boundaries created by goods-dominant-logic…possible path for its development.
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