ABSTRACT
This chapter examines the way that Service-Dominant (S-D) logic has evolved and explores the dynamic between the perspective's authors and its critics. It argues that the quite substantial transformation that S-D logic has undergone since its introduction is a function of a complex rhetorical approach to dealing with oppositional readings. The chapter investigates the way in which academic marketing knowledge is itself marketed through a detailed account of the journey of the ideas contained in the foundational Vargo and Lusch's (V&L) paper. It focuses upon the most significant critical voices and the key texts by V&L that have marked the various revisions of the core perspective. The chapter shows that, while there has been a tremendous scholarly activity around S-D logic, its evolution has been firmly in the hands of V&L. It discusses the ways that V&L have recently been extending S-D logic and how the transformations loop and point toward an even more audacious vision of the logic's future.
