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”

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