Slides from the second webinar of the course Mastering Service Innovation, an open networked learning course at Karlstad Business School. Join us on http://hhk.kau.se/msi
2. Pure Goods Core Goods Core Services Pure Services
Goods Services
Claude Jr, R. Martin, and David A. Horne. "Restructuring towards a service orientation: the
strategic challenges." International Journal of Service Industry Management 3.1 (1992): 0-0.
3. Traditional
goods dominant logic
Emerging
service dominant logic
Primary unit
of exchange
People exchange for
goods
People exchange to
acquire the benefits of
cometences
(knowledge and skills)
Role of goods Goods are end
products
Goods are distribution
mechanisms for
services
Role of
customer
The customer is a
recipient of goods
The customer is a co-
producer of service
Determination
and meaning
of value
Value is determined
by the producer
(value-in-exchange)
Value is perceived and
determined by the
consumer (value-in-
use)
Firm-customer
interaction
Customers are acted
on to create
transactions
Customers are active
participants in
relational exchanges
and co-production
Adapted from: Vargo, Stephen L., and Robert F. Lusch. "Evolving to a new dominant logic for marketing."
Journal of marketing 68.1 (2004): 1-17.