Autore: Robert F. Lusch

Service-Dominant Logic presents a major paradigm shift in thinking about value creation and markets, moving from a ‘goods/product’ logic to a logic that treats the process of service provision as the …

Service-Dominant Logic presents a major paradigm shift in thinking about value creation and markets, moving from a ‘goods/product’ logic to a logic that treats the process of service provision as the …

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Expanding on the editors’ award-winning article "Evolving to a New Dominant Logic for Marketing, " this book presents a challenging new paradigm for the marketing discipline. This new parad …

Expanding on the editors’ award-winning article "Evolving to a New Dominant Logic for Marketing, " this book presents a challenging new paradigm for the marketing discipline. This new parad …

In their 2004 article "Evolving to a new dominant logic for marketing, " Vargo and Lusch established the related principles that value is always co-created and, thus, firms cannot deliver v …