| Popis: |
In the digital age, companies compete on how well their service meets customer needs and solves customer problems, interacting with ever more actors to fulfill their promise. A well-suited mid-range theory to conduct research in this “new” world is service-dominant (S-D) logic. However, there are no guidelines or a commonly agreed framework for systematically conducting S-D logic research. To fill this gap, this chapter reviews and analyzes the use of S-D logic in research. It provides recommendations for conducting S-D logic in research and proposes an organizing framework for applied research settings and beyond. |
