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The Logical Structure of the Service-Dominant (S-D) Logic of Marketing

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Marketing Theory http://mtq.sagepub.com/ The logical structure of the service-dominant logic of marketing
John Williams
Marketing Theory 2012 12: 471
DOI: 10.1177/1470593112457745
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>> Version of Record - Dec 9, 2012
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In that rejoinder Lusch and Vargo caution against judging S-D logic by the original article alone and helpfully include a list of some of their relevant writing on the topic to date – 15 articles – as an appendix.
From the amount of misunderstanding about S-D logic, as evidenced by published articles as well as articles that I have reviewed and that did not get published, it seems as though it might be too much to ask some busy scholars to read in any great depth such a large volume of material.
Therefore it is one purpose of this paper to explain as simply as possible the core ideas of S-D logic.
As part of this endeavour, the ontological status of the core ideas, and the logical structure of the interrelationships between the 10 foundational premises (FPs) of S-D logic will be explained. This leads to the major purpose of the paper: as a result of this analysis, S-D logic can be made even more clear: by seeing what is fundamental versus what is of lesser importance and is possibly even distracting. This paper is organized as follows. The next section provides a summary of what S-D logic actually is, if such a large body of literature by theory creators and their commentators can be said to ‘actually’ be anything. The following sections provide a deconstruction of S-D logic with the aim of making it more simple and hence clear and

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