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Within marketing, S-D logic has been applied to virtually all of its sub-disciplines. In supply chain management and logistics, scholars have started to think in terms of value networks and systems and focus on cocreation due to the influence of S-D logic (see e.g. Flint and Mentzer, 2006; Tokman and Beitelspacher, 2011, Yazdanparast, Manuj, and Swartz, 2010). S-D logic was also linked with branding and brand cocreation early on (Ballantyne and Aitken, 2007, Merz, He and Vargo, 2009) and identified as the natural ally of consumer culture theory (CCT) (Arnould, 2007). S-D logic is shown to facilitate a seamless integration of ethical accountability in marketing decision-making (Abela and Murphy, 2008) and used to guide practitioners to achieve and sustain strategic advantage (Bettencourt, Lusch, and Vargo, 2014). Recently, S-D logic has also been applied to marketing sub-disciplines such as international marketing (Akaka, Vargo, and Lusch, 2013) and social marketing (Luca, Hibbert, and McDonald, 2015; Russell-Bennett, Wood, and Previte, 2013).
The S-D logic framework has also found considerable resonance outside of marketing. S-D logic has been applied in such diverse fields as information systems (Alter, 2010), health disciplines (see e.g. Hardyman, Daunt, & Kitchener, 2015; Rehman, Dean, & Pires, 2012), arts philosophy (Boorsma, 2006), tourism management (see e.g. FitzPatrick, Davey, Muller, & Davey, 2013), public management (Osborne, Radnor, and Nasi, 2013)
Recent research has introduced an instrument to measure the service-dominant logic orientation for service firms (Karoen, Bove, and Lukas, 2012). According to these authors firms possess certain capabilities to enact S-D logic in service exchanges and thereby co-create value. There are six service-driving capabilities which enables value co-creation which are relational interaction capability, ethical interaction capability, individuated interaction capability, empowered interaction capability, developmental interaction capability, and concerted interaction capability (Karpen, Bove, Lukas and Zyphur, 2015). The impact of S-D logic orientation on perceived value, trust and affective commitment was found to be positive. This research also showed a positive impact of S-D logic on market performance which further impacted financial performance of firms in the retail banking and automotive sectors.
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* Wieland, H., Koskela-Huotari, K., and Vargo, S. L. (2016). Extending actor participation in value creation: an institutional view. ''Journal of Strategic Marketing'', 24(3-4), 210–226.
* Yazdanparast, A., Manuj, I., and Swartz, S. M. (2010). Co-creating logistics value: a service-dominant logic perspective. The International Journal of Logistics Management, 21(3), 375–403.
== Further reading ==
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