Service-Dominant Logic (theory)

Service-Dominant Logic (S-D Logic) is a theory that shifts the focus from selling products to providing value through services and relationships. Instead of viewing products as ends, it sees them as tools to facilitate value co-creation between businesses and customers. This approach emphasizes that value is created collaboratively, through interactions and experiences, rather than being embedded solely in a product. S-D Logic underscores the importance of intangible assets like knowledge, skills, and relationships in delivering meaningful value, highlighting that business success depends on understanding and nurturing ongoing customer interactions.