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Web End = J. of the Acad. Mark. Sci. (2016) 44:523 DOI 10.1007/s11747-015-0456-3
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Institutions and axioms: an extension and update of service-dominant logic
Stephen L. Vargo1 & Robert F. Lusch2
Received: 8 April 2015 /Accepted: 10 June 2015 /Published online: 16 July 2015 # Academy of Marketing Science 2015
Abstract Service-dominant logic continues its evolution, facilitated by an active community of scholars throughout the world. Along its evolutionary path, there has been increased recognition of the need for a crisper and more precise delineation of the foundational premises and specification of the axioms of S-D logic. It also has become apparent that a limitation of the current foundational premises/axioms is the absence of a clearly articulated specification of the mechanisms of (often massive-scale) coordination and cooperation involved in the cocreation of value through markets and, more broadly, in society. This is especially important because markets are even more about cooperation than about the competition that is more frequently discussed. To alleviate this limitation and facilitate a better understanding of cooperation (and coordination), an eleventh foundational premise (fifth axiom) is introduced, focusing on the role of institutions and institutional arrangements in systems of value cocreation: service ecosystems. Literature on institutions across multiple social disciplines, including marketing, is briefly reviewed and offered as further support for this fifth axiom.
Keywords S-D logic . Theory . Institutions .
Service-dominant logic . Ecosystems
Introduction
It has been a little more than a decade since our initial collaboration offered a perspective on how marketing thought and practice was evolving to a new dominant logic (Vargo and Lusch 2004)now widely known as Bservice-dominant (SD) logic^and over half that time since we further documented the evolution of the core framework (Vargo and Lusch 2008). During that period, through the participation of countless contributing scholars from around the world and from an ever-growing array of disciplines, S-D logic has been, and continues to be, further consolidated, extended, and elaborated. An example of this consolidation is the reduction of the ten foundational premises (FPs) (Vargo and Lusch 2004, 2008) to four axioms (Lusch...