OBJECTIVES

•TO DISCUSS ISSUES RELATED TO SDL.

•TO DISCUSS MISUNDERSTANDINGS ABOUT SDL

•TO DESCRIBE THE MODIFICATIONS MADE IN THESDL ARTICLE

ISSUES OF SDL

• S-D logic’s G-D lexicon

• The managerial phrasing of S-D logic

• Interactive and networked nature of value creation

• The phenomenological/experiential nature of value

Issue 1

S-D logic’s G-D lexicon

Terms used in describing SDL are taken from GDL like producer, consumers, production etc.

Issue 2

The managerial phrasing of S-D logic

• S-D logic is apparently oriented towards managerial dimensions and do not address other orientations.

Issue 3

Interactive and networked nature of value creation

• Value creation in S-D logic has described a very simple phenomenon and does not address interactive and networked nature .

Issue 4

The phenomenological/experiential nature of value

• S-D logic has not described phenomenological or experimental nature of value to its real soul.

Misunderstandings of SDL

• The “Services Economy” justification of S-D logic

• S-D logic as a dyadic, firm/customer, exchange perspective

• Accommodation of social and non-profit marketing and ethics

Misunderstanding no 1

The “Services Economy” justification of S-D logic

critics say that SDL is applicable only because world is moving towards services economy but we believe that service is the foundation of all economic exchanges

Misunderstanding no 2

S-D logic as a dyadic, firm/customer, exchange

perspective

• It is believed about SDL that is focuses on dyadic exchange and ignores other factors of networking etc but actually SDL states that value creation takes place between systems at aggregate levels.

Misunderstanding no 3

Accommodation of social and non-profit marketing and ethics

• It is said about SDL that it ignores non profit marketing and ethics. It is not in fact. SDL describes services as base of exchange and service itself defines its meanings towards ethics as service is a mean of solving problems of people.

modifications in SD logic

FP1

• The application of specialized skill(s) and knowledge is the fundamental unit of exchange

TO

• “service is the fundamental basis of exchange.”

FP 2

• Indirect exchange masks the fundamental unit of exchange

TO

• Indirect exchange masks the fundamental basis of exchange

FP 3

• Goods are a distribution mechanism for service provision

TO

• Goods are a distribution mechanism for service provision

FP 4

• Knowledge is the fundamental source of competitive advantage

TO

• Operant resources are the fundamental source of competitive advantage

FP 5

• All economies are services economies

TO

• All economies are service economies

FP 6

• The customer is always a co-producer

TO

• The customer is always a co-creator of value

FP 7

• The enterprise can only make value propositions

TO

• The enterprise cannot deliver value, but only offer value propositions

FP 8

• A service-centered view is customer oriented and relational

TO

• A service-centered view is inherently customer oriented and relational

FP 9

• Organizations exist to integrate and transform micro specialized competences into complex services that are demanded in the marketplace

• TO

• All social and economic actors are resource integrators

CONCLUSION

• New horizons are readily set by this approach which will help to develop new theories.