Service Science vs. Service Dominant Logic

 

SDL or Service Science: establishing standards or branding?

IBM has been fostering “service science” as an approach to understand service and service innovation. Two academics who wrote the well known Journal of Marketing article have been promoting the “Service Dominant Logic” (“SDL”) of marketing in books, special issues and conferences from Australia to Hawaii to Naples.

Is this a branding competition or an effort to establish standards like Beta vs VHS and Blue Ray vs. HD DVD?

Four IBM researchers prepared a paper for the Otago Forum, comparing the ten foundational principles of service science to the ten foundational principles of SDL. Not surprisingly they find a lot of overlap — enough that I might argue that it is more of a branding issue than a standards one. Their paper is available here:

http://marketing.otago.ac.nz/events/OtagoForum/Final%20forum%20papers/Otago%20Forum%20Paper%202_Spohrer.pdf

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