The service dominant logic: an MC21 project view

Vasilios Theoharakis, Lazlo Sajtos

Research output: Contribution to journalArticlepeer-review


Vargo and Lusch propose a very exciting framework that aims in expanding the boundaries of the marketing discipline by moving away from the existing exchange paradigm towards a Service Dominant (S-D) logic. This new S-D logic has the potential to strengthen the theoretical grounds of marketing by establishing links to other disciplines. This commentary attempts to discuss some aspects of the foundational premises of the S-D logic from the perspective of the MC21 group with special emphases on innovation, value creation, and resource allocation.
Original languageEnglish
Pages (from-to)84-88
Number of pages5
JournalAustralasian Marketing Journal
Issue number1
Publication statusPublished - Jun 2007


  • resource-based view
  • competitive advantage
  • value creation


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