In the last decade service research has been revitalized through main inputs coming from Service-Dominant (S-D) logic, Service Science and Network and Systems Theory. S-D logic has contributed with a tentative higher level service theory of the best contributions of the past, and pointing directions for the future. Through the deployment of its premises and axioms, S-D logic renewed the service field and focused on resource integration, value-co-creation, actor-to-actor interaction (A2A), service ecosystems and institutions as key topics in marketing theory (Vargo and Lusch, 2008, 2011). The foundational idea of "service for service exchange" offers a unified understanding of the purpose and nature of organizations, markets and society. This idea has been recently further exploited in highlighting the open, complex and adaptive nature of service ecosystems (Wieland et al., 2012).
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