ABSTRACT
In the January 2004 issue of the Journal of Marketing, Stephen L. Vargo and Robert F. Lusch (V&L) formally unveiled their service-dominant logic (S-D) framework for understanding marketing theory and practice. Their perspective postulates a comprehensive, service-centered conception of marketing that is grounded in eight foundational premises (FPs). FP is an important part of the S-D logic model because it articulates how individual firms can judge how they are being successful within the parameters of the S-D logic framework. The S-D logic exhibits a great flexibility because it can incorporate beneath its umbrella many of the evolving literatures in marketing including customer relationship marketing (CRM), value and supply chain analysis, total quality management, service management models, network analysis. V&L postulate a service-centered view of marketing that conceives of all activities of firm as integrated in their market responsiveness to satisfy customers, leading to profits as a result of maximizing consumer involvement.
