Rendez

Is the logic of service-oriented businesses different?

• Stephen L. Vargo and Robert F. Lusch, “Evolving a Services Dominant Logic”, Journal of Marketing, Volume 68, Number 1, (January 2004), pp. 1-17.
  • A good summary of the shift from goods-centered model of exchange to a services-oriented model of exchange. Six attributes (on Table 2) and eight foundational premises are proposed.
  • (supplemental) Ruth N. Bolton (editor), “Invited Commentaries on ‘Evolving to a New Dominant Logic for Marketing’“, Journal of Marketing, Volume 68, Number 1, (January 2004), pp. 18-27.
    • Some different perspectives on various sections of Vargo & Lusch (2004). Note that many of these commentaries are written by leading thinkers in marketing, and thus, they’re pre-sold on the ideas! (Can you figure out which ones they are?)
  • (supplemental) Stephen L. Vargo and Robert F. Lusch, " The Four Service Marketing Myths: Remnants of a Goods-Based, Manufacturing Model”, Journal of Service Research, Volume 6, Number 4, (May 2004) 324-335.
    • Some of this material is covered in Vargo & Lusch (2004a), but note that they speak here to four characteristics (including perishability) whereas they had previously mentioned three. The focus is in making the transition from a manufacturing orientation to a services orientation.

Although the conventional wisdom has been to focus on four characteristics of services (IHIP), ownership considerations may be more clarifying.

• Christopher Lovelock and Evert Gummesson, “Whither Services Marketing? In Search of a New Paradigm and Fresh Perspectives”, Journal of Service Research, Volume 7, Number 1, August 2004, pp. 20-41.
  • In addition to the four characteristics (intangibility, heterogeneity, inseparability and perishability) that differentiate services from goods, these researchers suggest that the pattern of ownership is different.

These references are suggested as part of the Stadia 2006 International Service Business Management Sessions. Please respond with comments to suggest additional readings or express opinions on those above.