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Against the implicit politics of service-dominant logic
Stockholm University, Faculty of Social Sciences, Stockholm Business School.
Number of Authors: 32018 (English)In: Marketing Theory, ISSN 1470-5931, E-ISSN 1741-301X, Vol. 18, no 1, p. 101-119Article in journal (Refereed) Published
Abstract [en]

Few recent topics in marketing have met such immediate popularity and critique as Vargo and Lusch's service-dominant logic (SDL). While many have criticized SDL scholarship for a lack of cultural sophistication, coherence, and relevance, it has nevertheless maintained and expanded its own distinct stream of ideas. Recently, Vargo and Lusch have proposed that SDL could be extended into a theory of society. We criticize this notion by contrasting their views on commodity value with Marxist and post-Marxist literatures, finding SDL ill-equipped to understand consumer culture, but also continuing to propagate simplistic and misguided views of value in commodity markets. We conclude by challenging SDL's suitability as candidate for all-encompassing social theorizing because of its tacit neoliberalism.

Place, publisher, year, edition, pages
2018. Vol. 18, no 1, p. 101-119
Keywords [en]
Baudrillard, commodity fetishism, Marx, neoliberalism, service-dominant logic, value
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:su:diva-156117DOI: 10.1177/1470593117692023ISI: 000429895000006OAI: oai:DiVA.org:su-156117DiVA, id: diva2:1204260
Available from: 2018-05-07 Created: 2018-05-07 Last updated: 2018-05-07Bibliographically approved

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