Title: Service-dominant logic and the business model concept: toward a conceptual integration

Authors: Thomas Clauß; Sven M. Laudien; Birgit Daxböck

Addresses: Research Group for Management esp. Innovative Value Creation Concepts, School of Business and Economics, Philipps-University of Marburg, Germany ' Chair in Business Administration, esp. International Management, Department of Economics and Management Otto-von-Guericke-University Magdeburg, Germany ' Chair in Business Administration, esp. International Management, Department of Economics and Management Otto-von-Guericke-University Magdeburg, Germany

Abstract: Companies are recently affected by an ongoing change of customer behaviour. Customers are no longer solely interested in product offerings but call for a provision of service solutions that accompany these offerings. This development forces companies to rethink their basic business logic by paying more attention to the crucial service aspect. This change goes along with a need for companies to redefine their idea of how to create and capture value. Against this background, we ask: how does an increased focus on service influence a company's business model? We examine this question based on the service-dominant logic concept as well as the business model concept and discuss possibilities how to adapt the business model to a service-dominant business logic. As a result, we develop a set of propositions describing the influence of a company's service-dominant business logic on basic elements of a company's business model. Our research shows that a fundamental re-design of the business model is necessary to successfully implement service-dominant logic.

Keywords: service-dominant logic; SDL; service orientation; customer integration; service transition; value co-creation; business models; transaction content; transaction structure; transaction governance.

DOI: 10.1504/IJEIM.2014.064209

International Journal of Entrepreneurship and Innovation Management, 2014 Vol.18 No.4, pp.266 - 288

Received: 16 Aug 2013
Accepted: 22 Feb 2014
Published online: 06 Sep 2014 *

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