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MENTAL MODEL · M3293

Service-Dominant Logic, S-D Logic

Service-Dominant Logic, S-D Logic
BusinessmediumEconomics
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Updated 2026-08-01

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INTRODUCTION

English translation pending.

CORE DEFINITION

A marketing and strategy paradigm advanced by Stephen Vargo and Robert Lusch. It holds that the fundamental unit of exchange is service, the application of specialized competences for another's benefit, not the good itself. Customers do not buy a drill; they buy a hole in the wall, and the product is only a vehicle for service. Value is not produced in the factory and delivered; it is co-created with the customer in a specific context of use, within a network of actors.

SCAFFOLDING EFFECT

psychology

Reduce cognitive load

- Business-model reframe: sell an outcome the customer can actually use, not a product. - Relationship shift: move from one-time transactions to continuing service relationships. - Network view: design a value network customers participate in, not a one-way delivery pipeline.

anchor

Anchor fast decisions

Value is realized only when the customer applies the offering in their own context, so the provider's competence and the customer's activity jointly determine outcomes. Treating service rather than goods as the unit of exchange shifts attention to enabling use, which sustains the relationship and opens room for co-creation.

MINIMUM ACTION

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Source support: Explicit

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