From Good Dominant Logic (G-D) to Service Dominant Logic (S-D): An Exploratory Case Study of a Service System

Abstract

It has been realized from the last almost 50 years that Service has gained a central position in various disciplines. Due to the shift from G-D logic to S-D logic, the service science is becoming as an emerging multidisciplinary field in which its abstraction as well as the unit of analysis is the service system. 21st century could be represented as an emerging revolution from business and economic point of view where service-dominant (S-D logic) serves as a base of service system. Service system due to its dynamic nature, allows share information among various service systems through the configuration of resources resulting in co-creation of value. The need of abstraction of service system for the service science is motivated by S-D logic. Service science being trans-disciplinary in nature is itself in development stage and it needs much more to do in various dimensions regarding theories, frameworks and models of social value. Therefore, this research paper analyze focal organization as a social enterprise in service system perspective by using the framework that has been presented by (Tracy & Lyons, 2013). New parameters have also been added in this framework. For this purpose, qualitative method has been adopted and the primary research method and single case study design is used.