17 years of service-dominant logic: Vargo and Lusch’s contributions
Abstract
This article aims to examine the contribution of Vargo and Lusch (V&L) to service-dominant logic (S-D logic) thinking from the first time it appeared until now. No previous study has specifically analyzed all contributions of V&L since the phenomenon appearance of their article about this perspective in 2004. We identified a total of 146 titles of scientific publications by V&L with other authors on the S-D logic perspective over a period of 17 years (2004–2020). Each publication was analyzed through content analysis in several key aspects. This study found that the types of publications were dominated by journal articles and book chapters. There are 95 names of authors who have collaborated with V&L, mostly from the Americas and Europe. Based on the organization of origin of the researcher, 64 organizations have collaborated with V&L. All V&L publications are spread across 44 scientific journals, which include marketing and non-marketing journals or those from other social sciences. As a novelty, this study succeeds in explaining the evolution of S-D logic research over time based on V&L works through a systematic investigation. In this study, V&L’s efforts to institutionalize S-D logic can be traced.
Keyword : service-dominant logic, marketing theory, marketing, content analysis
How to Cite
Wibowo, A. J. I., Sumarwan, U., Suharjo, B., & Simanjuntak, M. (2021). 17 years of service-dominant logic: Vargo and Lusch’s contributions. Business: Theory and Practice, 22(2), 482-492. https://doi.org/10.3846/btp.2021.13050
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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Vargo, S. L. (2009). Toward a transcending conceptualization of relationship: a service-dominant logic perspective. Journal of Business & Industrial Marketing, 24(5/6), 373–379. https://doi.org/10.1108/08858620910966255
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Vargo, S. L. (2020). From promise to perspective: Reconsidering value propositions from a service-dominant logic orientation. Industrial Marketing Management, 87(3). https://doi.org/10.1016/j.indmarman.2019.10.013
Vargo, S. L., Akaka, M. A., & Vaughan, C. M. (2017a). Conceptualizing value: A service-ecosystem view. Journal of Creating Value, 3(2), 1–8. https://doi.org/10.1177/2394964317732861
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Vargo, S. L., & Lusch, R. F. (2004a). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1–17. https://doi.org/10.1509/jmkg.68.1.1.24036
Vargo, S. L., & Lusch, R. F. (2004b). The four service marketing myths: Remnants of a goods-based, manufacturing model. Journal of Service Research, 6(4), 324–335. https://doi.org/10.1177/1094670503262946
Vargo, S. L., & Lusch, R. F. (2005). Consumers’ evaluative reference scales and social judgment theory. In N. Malhotra (Eds.), Review of marketing research (Vol. 1, pp. 245–284). Emerald Group Publishing Limited. https://doi.org/10.1108/S1548-6435(2004)0000001010
Vargo, S. L., & Lusch, R. F. (2006). Service-dominant logic: what it is, what it is not, what it might be. In R. F. Lusch & S. L. Vargo (Eds.), The service-dominant logic of marketing: Dialog, debate, and directions (pp. 43–56). ME Sharpe.
Vargo, S. L., & Lusch, R. F. (2008a). From goods to service(s): Divergences and convergences of logics. Industrial Marketing Management, 37(3), 254–259. https://doi.org/10.1016/j.indmarman.2007.07.004
Vargo, S. L., & Lusch, R. F. (2008b). Service-dominant logic: Continuing the evolution. Journal of the Academy of Marketing Science, 36(1), 1–10. https://doi.org/10.1007/s11747-007-0069-6
Vargo, S. L., & Lusch, R. F. (2010). From repeat patronage to value co-creation in service ecosystems: A transcending conceptualization of relationship. Journal of Business Market Management, 4(4), 169–179. https://doi.org/10.1007/s12087-010-0046-0
Vargo, S. L., & Lusch, R. F. (2011). It’s all B2B… and beyond: Toward a systems perspective of the market. Industrial Marketing Management, 40(2), 181–187. https://doi.org/10.1016/j.indmarman.2010.06.026
Vargo, S. L., & Lusch, R. F. (2016). Institutions and axioms: An extension and update of service-dominant logic. Journal of the Academy of Marketing Science, 44(1), 5–23. https://doi.org/10.1007/s11747-015-0456-3
Vargo, S. L., & Lusch, R. F. (2018). The SAGE handbook of service-dominant logic. Sage Publications. https://doi.org/10.4135/9781526470355
Vargo, S. L., Magio, P. P., & Akaka, M. A. (2008). On value and value co-creation: A service systems and service logic perspective. European Management Journal, 26(3), 145–152. https://doi.org/10.1016/j.emj.2008.04.003
Webster, Jr. F. E., & Lusch, R. F. (2013). Elevating marketing: Marketing is dead! Long live marketing! Journal of the Academy of Marketing Science, 41(4), 389–399. https://doi.org/10.1007/s11747-013-0331-z
Wilden, R., Akaka, M. A., Karpen, I. O., & Hohberger, J. (2017). The evolution and prospects of service-dominant logic: An investigation of past, present, and future research. Journal of Service Research, 20(4), 345–361. https://doi.org/10.1177/1094670517715121
Williamson, O. E. (1999). The mechanisms of governance. Oxford, UK.
Hastari, R., Adela, Z., Alkhair, H., & Wibowo, A. J. I. (2020). Direct and indirect effects of operant resources on co-creation experience: Empirical evidence from Airbnb consumers. Business: Theory and Practice, 21(1), 92–103. https://doi.org/10.3846/btp.2020.10683
Hirschman, A. O. (1984). Against parsimony: Three easy ways of complicating some categories of economic discourse. The American Economic Review, 74(2), 89–96. https://doi.org/10.1017/S0266267100001863
Holsti, O. R. (1969). Content analysis for the social sciences and humanities. Addison-Wesley.
Koskela-Huotari, K., & Vargo, S. L. (2018). Why service-dominant logic? In S. L. Vargo, & R. F. Lusch (Eds.), The SAGE handbook of service-dominant logic (pp. 40–57). Sage Publications. https://doi.org/10.4135/9781526470355.n3
Krippendorff, K. (1980). Content analysis: An introduction to its methodology. Sage.
Lawrence, T. B., & Suddaby, R. (2006). Institutions and institutional work. In S. R. Clegg, C. Hardy, T. B. Lawrence, & W. R. Nord (Eds.), Handbook of organization studies (2nd ed., pp. 215–254). Sage. https://doi.org/10.4135/9781848608030.n7
Leonidou, L. C. (1995). Empirical research on export barriers: review, assessment, and synthesis. Journal of International Marketing, 3(1), 29–43. https://doi.org/10.1177/1069031X9500300103
Leonidou, L. C., Barnes, B. R., Spyropoulou, S., & Katsikeas, C. S. (2010). Assessing the contribution of leading mainstream marketing journals to the international marketing discipline. International Marketing Review, 27(5), 491–518. https://doi.org/10.1108/02651331011076563
Leonidou, L. C., Katsikeas, C. S., & Piercy, N. F. (1998). Identifying managerial influences on exporting: Past research and future directions. Journal of International Marketing, 6(2), 74–102. https://doi.org/10.1177/1069031X9800600209
Li, T., & Cavusgil, S. T. (1995). A classification and assessment of research streams in international marketing. International Business Review, 4(3), 251–277. https://doi.org/10.1016/0969-5931(95)00009-O
Lusch, R. F. (2017). The long macro view. Journal of Macromarketing, 37(3), 321–323. https://doi.org/10.1177/0276146717712363
Lusch, R. F., & Vargo, S. L. (2006a). Service-dominant logic: Reactions, reflections and refinements. Marketing Theory, 6(3), 281–288. https://doi.org/10.1177/1470593106066781
Lusch, R. F., & Vargo, S. L. (2006b). The service-dominant logic of marketing: Dialog, debate, and directions. M.E. Sharpe.
Lusch, R. F., & Vargo, S. L. (2014). Service-dominant logic: Premises, perspectives, possibilities. Cambridge University Press. https://doi.org/10.1017/CBO9781139043120
Lusch, R. F., Vargo, S. L., & Gustafsson, A. (2016). Fostering a trans-disciplinary perspective of service ecosystems. Journal of Business Research, 69(8), 2957–2963. https://doi.org/10.1016/j.jbusres.2016.02.028
Lusch, R. F., Vargo, S. L., & O’Brien, M. (2007). Competing through service: Insights from service-dominant logic. Journal of Retailing, 83(1), 5–18. https://doi.org/10.1016/j.jretai.2006.10.002
Lusch, R. F., Vargo, S. L., & Tanniru, M. (2010). Service, value networks and learning. Journal of the Academy of Marketing Science, 38, 19−31. https://doi.org/10.1007/s11747-008-0131-z
Maglio, P. P., Vargo, S. L., Caswell, N., Spohrer, J. (2009). The service system is the basic abstraction of service science. Information Systems and e-Business Management, 7, 395–406. https://doi.org/10.1007/s10257-008-0105-1
North, D. C. (1990). Institutions, institutional change, and economic performance. Cambridge University Press. https://doi.org/10.1017/CBO9780511808678
Scott, W. R. (2013). Institutions and organizations: Ideas and interests. Sage.
Vargo, S. L. (2009). Toward a transcending conceptualization of relationship: a service-dominant logic perspective. Journal of Business & Industrial Marketing, 24(5/6), 373–379. https://doi.org/10.1108/08858620910966255
Vargo, S. L. (2018). Service-dominant logic: Backward and forward. In S. L. Vargo & R. F. Lusch (Eds.), The SAGE handbook of service-dominant logic (pp. 720–739). Sage Publications. https://doi.org/10.4135/9781526470355.n41
Vargo, S. L. (2020). From promise to perspective: Reconsidering value propositions from a service-dominant logic orientation. Industrial Marketing Management, 87(3). https://doi.org/10.1016/j.indmarman.2019.10.013
Vargo, S. L., Akaka, M. A., & Vaughan, C. M. (2017a). Conceptualizing value: A service-ecosystem view. Journal of Creating Value, 3(2), 1–8. https://doi.org/10.1177/2394964317732861
Vargo, S. L., Koskela-Huotari, K., Baron, S., Edvardsson, B., Reynoso, J., & Colurcio, M. (2017b). A systems perspective on markets – toward a research agenda. Journal of Business Research, 79, 260–268. https://doi.org/10.1016/j.jbusres.2017.03.011
Vargo, S. L., & Lusch, R. F. (2017c). Service-dominant logic 2025. International Journal of Research in Marketing 34(1), 46–67. https://doi.org/10.1016/j.ijresmar.2016.11.001
Vargo, S. L., & Lusch, R. F. (2004a). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1–17. https://doi.org/10.1509/jmkg.68.1.1.24036
Vargo, S. L., & Lusch, R. F. (2004b). The four service marketing myths: Remnants of a goods-based, manufacturing model. Journal of Service Research, 6(4), 324–335. https://doi.org/10.1177/1094670503262946
Vargo, S. L., & Lusch, R. F. (2005). Consumers’ evaluative reference scales and social judgment theory. In N. Malhotra (Eds.), Review of marketing research (Vol. 1, pp. 245–284). Emerald Group Publishing Limited. https://doi.org/10.1108/S1548-6435(2004)0000001010
Vargo, S. L., & Lusch, R. F. (2006). Service-dominant logic: what it is, what it is not, what it might be. In R. F. Lusch & S. L. Vargo (Eds.), The service-dominant logic of marketing: Dialog, debate, and directions (pp. 43–56). ME Sharpe.
Vargo, S. L., & Lusch, R. F. (2008a). From goods to service(s): Divergences and convergences of logics. Industrial Marketing Management, 37(3), 254–259. https://doi.org/10.1016/j.indmarman.2007.07.004
Vargo, S. L., & Lusch, R. F. (2008b). Service-dominant logic: Continuing the evolution. Journal of the Academy of Marketing Science, 36(1), 1–10. https://doi.org/10.1007/s11747-007-0069-6
Vargo, S. L., & Lusch, R. F. (2010). From repeat patronage to value co-creation in service ecosystems: A transcending conceptualization of relationship. Journal of Business Market Management, 4(4), 169–179. https://doi.org/10.1007/s12087-010-0046-0
Vargo, S. L., & Lusch, R. F. (2011). It’s all B2B… and beyond: Toward a systems perspective of the market. Industrial Marketing Management, 40(2), 181–187. https://doi.org/10.1016/j.indmarman.2010.06.026
Vargo, S. L., & Lusch, R. F. (2016). Institutions and axioms: An extension and update of service-dominant logic. Journal of the Academy of Marketing Science, 44(1), 5–23. https://doi.org/10.1007/s11747-015-0456-3
Vargo, S. L., & Lusch, R. F. (2018). The SAGE handbook of service-dominant logic. Sage Publications. https://doi.org/10.4135/9781526470355
Vargo, S. L., Magio, P. P., & Akaka, M. A. (2008). On value and value co-creation: A service systems and service logic perspective. European Management Journal, 26(3), 145–152. https://doi.org/10.1016/j.emj.2008.04.003
Webster, Jr. F. E., & Lusch, R. F. (2013). Elevating marketing: Marketing is dead! Long live marketing! Journal of the Academy of Marketing Science, 41(4), 389–399. https://doi.org/10.1007/s11747-013-0331-z
Wilden, R., Akaka, M. A., Karpen, I. O., & Hohberger, J. (2017). The evolution and prospects of service-dominant logic: An investigation of past, present, and future research. Journal of Service Research, 20(4), 345–361. https://doi.org/10.1177/1094670517715121
Williamson, O. E. (1999). The mechanisms of governance. Oxford, UK.