Co-Creating Value with Stakeholders : Expanding Service-Dominant Logic Mindset

The macro-environment surrounding individuals and organizations has changed so dramatically over the last couple of decades, that there is a widespread feeling among the researcher community in the Marketing area, that theories, up until now held to be unquestionable universal truths, need to be revisited, in order for better explanations and predictions to be found of underlying marketing phenomena and realities. Service-Dominant Logic is an example of one such theories, one that has emerged as a new school of thought in direct response to a new set of needs and questions that have proved to require better answers. Albeit having grown in popularity among researchers from different origins, Service-Dominant Logic is not a closed theory and alternative approaches need to be contributed. The aim of this article is to apply key propositions from Stakeholder Theory on the existing Service-Dominant Logic mindset in order to provide useful insights for the development of a new and improved paradigm in the realm of Service-Dominant Logic