Lusch, Robert F.; Vargo, Stephen L. - In: European Journal of Marketing 45 (2011) 7/8, pp. 1298-1309
Purpose – The purpose of this paper is to respond to the criticism O'Shaughnessy and O'Shaughnessy made of service‐dominant logic in EJM , on behalf of both the paper and the worldwide community of scholars that have embraced S‐D logic as historically informed, integrative, transcending...