ABSTRACT
The formal study of marketing focused at first on the distribution and exchange of commodities and manufactured products and featured a foundation in economics. The first marketing scholars directed their attention toward commodities exchange, the marketing institutions that made goods available and arranged for possession, and the functions that needed to be performed to facilitate the exchange of goods through marketing institutions. A worldview or dominant logic is never clearly stated but more or less seeps into the individual and collective mind-set of scientists in a discipline. James A. Constantin and Robert F. Lusch defines operand resources as resources on which an operation or act is performed to produce an effect, and they compare operand resources with operant resources, which are employed to act on operand resources. Operant resources are often invisible and intangible; often they are core competences or organizational processes. The service-centered dominant logic perceives operant resources as primary, because they are the producers of effects.
