The Rhetorical Evolution of S-D Logic

Chris Miles
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Chris Miles: Bournemouth University

Chapter 4 in The Marketing of Service-Dominant Logic, 2023, pp 127-168 from Springer

Abstract: Abstract This chapter examines the way in which S-D logic has evolved since its introduction in 2004. However, it starts with an examination of a precursor paper co-authored by Lusch in the 1990s that foreshadows the transcendent, unifying spirit of the 2004 foundational paper. The rest of the chapter examines the argumentation surrounding the many changes to the Foundational Premises that have occurred over the past twenty years and explores the rhetorical strategies that have been recruited in their promotion and defence. The chapter finishes by considering the persuasive nature of the claim that S-D logic uses an open source development model.

Date: 2023
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DOI: 10.1007/978-3-031-46510-9_4

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