Proposing and conceptualizing a service-dominant strategic orientation

In a seminal article Vargo and Lusch (2004) present a service-dominant (S-D) logic for marketing that provides strategic implications for competing through service (see also Lusch, Vargo, and O¿Brien 2007). Taking a strategy perspective, this study conceptualizes an S-D strategic orientation, proposes its dimensions, and looks at potential benefits.