1. The Emerging Service-Logic Mindset: An Introduction and Global Implications Presentation for the Pacific Asian Management Institute PALS Lecture Series July 11, 2006 Stephen L. Vargo, University of Hawaii at Manoa

5. Restricted Exchange Fisherman Farmer Fishing Farming Fish Wheat

6. Complex Exchange Fisherman Farmer Fishing Plow Making Tool Maker Baker Baking Farming Hook Making Fishing Farming Baking Bread, Fish, etc Bread, Fish, etc Bread, Fish, etc Bread, Fish, etc

7. Monetized Exchange Fisherman Farmer $ $ Tool Maker Baker Baking Plow Making Fishing Wheat Farming $ $

8. Monetized & Assisted Exchange Fisherman Farmer $ Tool Maker Baker Baking Plow Making Fishing Wheat Farming Other Service/Goods $ $ $’s Other Service/Goods Merchant Marketing, Inc Fisherman, Inc Baker, Inc Toolmaker, Inc Farmer, Inc

9. Intermediaries Mask the Service-for-Service Nature of Exchange Fisherman Farmer Fishing Farming GOODS MONEY OGANIZATIONS

14. Evolving To a New Frame of Reference To Market (matter in motion) Market To (management of customers & markets) Market With (collaborate with customers & partners to produce & sustain value) Through 1950 1950-2005 Future

20. Difficult Conceptual Transitions Product orientation To Market Promotion Supply Chain Equilibrium systems Price Profit maximization Value-added Feature/attribute Products Goods Goods-Dominant Concepts Market Orientation Market to Integrated Marketing Communications Value-Chain Dynamic systems Value delivery Financial Engineering Co-production Benefit Offerings Services Transitional Concepts Service-Dominant Logic (Consumer and relational) Market with Dialog Value-creation network/constellation Complex adaptive systems Value proposition Financial feedback/learning Co-creation of value Solution Experiences Service Service-Dominant Concepts

21. Goods Logic Goods Tangibles Operand Resources Asymmetric Propaganda Value Added Transactional Maximize Profits Service Dominant Service Intangibles Operant Resources Symmetric Conversation Value Propositions Relational Financial Feedback Global Sustainability Customer Alienation Respect for Marketing In Firm Less More Less More Less More The Emerging Reorientation of Business

26. Thank You! For More Information on S-D Logic visit: sdlogic.org We encourage your comments and input. If you would like your working papers or teaching material and/or links to your research displayed on the website, please e-mail us Steve Vargo: svargo@sdlogic.net Bob Lusch: rlusch@sdlogic.net