From Goods to Service(s): A Trail of Two Logics

There are two distinct logics that could lead to a service(s) science. One is based on the traditional idea that services are special forms of (intangible) goods; it points toward a science concerned with the efficient production and delivery of intangible units of output. The other is based on a concept of service as a process using one’s competencies for the benefit of another party; it toward a science concerned with the effective and reciprocal co-creation of value. I will explore the differences between these goods-dominant (G-D) and service-dominant (S-D) logics, argue that S-D logic provides a more robust foundation for transforming the firm from a product orientation to a service orientation, and suggest general, practical implications.