Brown, Stephen and Patterson, Anthony (2009) Potter and the Service-Dominant Logic of Marketing: A Cautionary Tale. Journal of Marketing Management, 25 (5/6). pp. 519-533. [Journal article]
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Much has been written about Service-Dominant Logic, Vargo and Lusch's vaunted contention that service isn't an add-on to goods but goods are tangible reminders of service. Most of these writings are conceptual rather than empirical, however. This paper adds an empirical dimension to SDL by means of a qualitative study of the Harry Potter phenomenon. It shows that although Harry Potter can be successfully viewed through V&L's lens, the picture is not crystal clear. So vague is the resultant image, in fact, that SDL should be handled with considerable care and more than a modicum of caution.
|Item Type:||Journal article|
|Faculties and Schools:||Ulster Business School|
Ulster Business School > Department of Marketing, Entrepreneurship and Strategy
|Research Institutes and Groups:||Business and Management Research Institute|
|Deposited By:||Professor Paul Humphreys|
|Deposited On:||29 Jan 2010 18:00|
|Last Modified:||04 Mar 2013 12:02|
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