What is the service-dominant logic?

There is a growing interest world-wide in understanding service-dominant logic among academics from various disciplines, with practical leadership from IBM and others (especially in ICT industries and design schools). This shift to service orientation involves rethinking the nature of the service experience and especially the value-in-use of goods as service appliances. In other words, goods are the means by which firms serve customers. Service is exchanged for service. All industries are service industries.

We in the Otago School of Business intend to remain at the forefront of this new service orientation and learning, to develop its innovative and entrepreneurial potential through research, and to work to ensure that business practice and pedagogical theory are moving in a convergent direction.