Paper
Introducing a Dialogical Orientation to the Service-Dominant Logic of Marketing
Ballantyne, D., Varey, R. J. (2006)
in Vargo, S. and Lusch, R. eds. (2005), Toward a Service
Dominant Logic: Dialog, Debate, and Directions, M.E. Sharpe
Explores how dialog supports foundational premises of service-dominant logic.
In particular this paper prompted Vargo & Lush to update sd-logic’s foundational premise #1 from “service is the fundamental unit of exchange” to “service is the foundational basis of exchange”