SDL critique

SDL critique

1. why 'service' dominant logic?

   • is 'service' best characterisation of new logic?
     • goods Vs. services
       • services has won the goods vs services debate. NO. in SDL services is a GDL term. 
       • use 'service' not services
         • service
           • process of doing something for someone (SDL)
         • services
           • units of output (GDL)
       • considers relationship between two, not differences
         • good is an appliance used in a service provision
     • definition of servcie questioned
       • too much baggage
         • poor tag for new logic
   • points to normative notions of investment in people (operant resources), long term relationships etc

2. the firm and consumer as resource integrators

   • organisations exist to integrate and transform micro-specialised competences into complex services that are demanded on the marketplace
     • all economic entities are resource integrators
       • frims
       • households
       • individuals
   • value creation through resource integration

3. nested roles of the co-creation of value and co-production

   • co-production
     • GDL term
       • implies making something, a unit of output
   • co-producer changed to co-creator
     • customer is always a co-creator of value
   • value co-creation
     • co-creation of value
       • GDL value
         • value=something added to products in the production process and at point of exchange is captured in value-in-exchange
       • SDL value
         • value can only be created with and determined by the user in the consumption process or through use or value-in-use
   • goods are distribution mechanisms for service provision
   • both make consumer endogenous

4. refinement of SD logic lexicon

   • GDL
     • output based
     • originated largely in economics in 1800's
       • predominant till 1980's
   • transition
     • from 1980's
       • service marketing
       • relationship marketing
     • still GDL driven
   • SDL
     • present
       • difficult to define
         • still needs work