The Service Dominant Logic of Marketing

Bachelor Thesis from the year 2011 in the subject Business economics - Offline Marketing and Online Marketing grade: 13 Otto Beisheim School of Management Vallendar language: English abstract: This thesis aims at looking into the reactions and discussions regarding the proposed service-dominant logic (S-D logic) in more detail. Seven years after the initial publication in the Journal of Marketing no comprehensive overview of the existing literature has yet been made. How did long-established scholars respond to the suggestions and findings of Vargo and Lusch? Was it rather positive or negative? What needs to be done in the future in order to actually implement a service-centered thinking? In the following chapters I will introduce the basic ideas of S-D logic followed by a detailed state-of-literature to capture the various publications that arose from the initial Vargo and Lusch article. The vast majority of marketing research (one could name it mainstream marketing research) is concerned with consumer or B2C marketing. But what about business-to-business relationships? It is interesting to figure out whether the concepts of a service-dominant logic display similarities with concepts of B2B marketing and whether they could successfully be adopted in B2B markets. This is what I am going to examine in the last part of this thesis.