Value in S-D logic and economics: Towards a common understanding

Abstract

Traditionally, economics has had a strong influence on marketing theory. The emergence of service-dominant logic (S-D logic) has challenged this position, based on a seemingly fundamental disagreement about the determination and meaning of value. This paper questions the basis of this disagreement and concludes that it is possible to reconcile the meaning of value in S-D logic and economics under the condition of scarce resources.