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Authors:Christian Kowalkowski: Department of Management and Engineering, Linköping University, Linköping, Sweden
Publication title:What Does a Service-Dominant Logic Really Mean for Manufacturing Firms?
Conference:Proceedings of the 2nd CIRP IPS2 Conference 2010, 14-15 April, Linköping, Sweden
Publication type: Abstract and Fulltext
Article No.:029
Abstract:Service infusion is a major global business trend in manufacturing industries. This means that firm strategically increase their service orientation in order to increase profit margins. In parallel to this development, the service-dominant logic has emerged as arguably the most challenging recent scholarly marketing debate. Positioning service as dominant in marketing logic clearly challenges traditional practice, given that much of marketing theory originated from a goods-dominant view. However, there are several misconceptions of what this logic means, leading to erroneous managerial implications. Therefore, the objective is to (1) explain the distinct difference between a product-service transition and a transition from goods-dominant to service-dominant logic, and (2) discuss what these transitions mean for industry and academia. For example, a transition to service-dominant logic implies much more than an increased emphasis on the firm’s product-service systems; it implies a reframing of the purpose of the firm and its collaborative role in value co-creation.
Keywords:Service-dominant logic, Service infusion, Value-in-use, Solutions
No. of pages:7
Series:Linköping Electronic Conference Proceedings
ISSN (print):1650-3686
ISSN (online):1650-3740
Publisher:Linköping University Electronic Press, Linköpings universitet

Christian Kowalkowski (2010). What Does a Service-Dominant Logic Really Mean for Manufacturing Firms?, Proceedings of the 2nd CIRP IPS2 Conference 2010, 14-15 April, Linköping, Sweden;article=029 (accessed 9/19/2014)