ABSTRACT
Service-dominant (S-D) logic serves as a foundation for the development of a general theory of marketing. The fact that S-D logic is grounded in the micro-activities of humans, specialization through the development of competences and the subsequent exchange of these competences for competences the individual does not have. S-D logic suggests that markets and marketing are primary drivers or creators of society. It recognizes human and mental skills as the fountainhead of economic growth and human progress. A service-centered model of exchange motivates the study of marketing at the most micro level, which is entities exchanging competences or services. Evert Gummesson suggests that networks provide a unifying role in the development of general or grand theory in marketing. Because of their capacity to allow for complexity, context, and dynamism, he suggests that networks have a universal capacity to explain. The ecological or physical environment is normally considered to be uncontrollable but can serve as a potential source of support.
