Research trajectories of Service-Dominant Logic: Emergent themes of a unifying paradigm in business and management, Industrial Marketing Management, 2017
Attila Pohlmann, Valtteri Kaartemo

Branding will become peripheral to Service-Dominant Logic by the early 2020s. Systems will be the driving theme in the same timeframe. These were some of the results emerging from our extensive mixed methods analysis of the SD Logic research trajectories. Continue reading