Payne, Adrian; Storbacka, Kaj; Frow, Pennie; Knox, Simon - In: Journal of Business Research 62 (2009) 3, pp. 379-389
The traditional goods-dominant logic of marketing is under challenge and leading researchers are now emphasizing the new service-dominant logic [Vargo, S.L., Lusch, R.F., Evolving to a new dominant logic for marketing. J Mark 2004; 68 (1): 1-17.]. One of the key foundational propositions of this...
