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Theory of Paradox Within Service-Dominant Logic

Author

Listed:
  • Aaron V. Glassburner

    (Department of Marketing and Logistics, University of North Texas, Denton, Texas 76201)

  • David R. Nowicki

    (Department of Marketing and Logistics, University of North Texas, Denton, Texas 76201)

  • Brian Sauser

    (Department of Marketing and Logistics, University of North Texas, Denton, Texas 76201)

  • Wesley S. Randall

    (Department of Marketing and Logistics, University of North Texas, Denton, Texas 76201)

  • John M. Dickens

    (Department of Marketing and Logistics, University of North Texas, Denton, Texas 76201)

Abstract

The purpose of this paper is to investigate the foundational premises of service-dominant (S-D) logic through systemic and paradoxical thinking. Systemic thinking seeks to understand phenomena holistically and elementarily, while paradoxical thinking is an ontological perspective that appreciates the plurality of phenomena and accepts the notion that underlying explanations require a “ both ” rather than an “ and/or ” commitment of understanding. S-D logic is evolving as a theoretical framework in explaining how actors conduct recursive exchanges of resources in the form of value-hosting service. As with any complex system, the holistic viewing of S-D logic reveals that the complexity of service systems is, at times, inherently paradoxical. This composition highlights how systemic and paradoxical thinking, instantiated through soft systems methodology, can advance the theoretical framework of S-D logic. The proclamation is made that the identification of paradoxes within S-D logic will aid its evolution toward a general theory of marketing.

Suggested Citation

  • Aaron V. Glassburner & David R. Nowicki & Brian Sauser & Wesley S. Randall & John M. Dickens, 2018. "Theory of Paradox Within Service-Dominant Logic," Service Science, INFORMS, vol. 10(2), pages 111-123, June.
    • Handle: RePEc:inm:orserv:v:10:y:2018:i:2:p:111-123
    DOI: serv.2018.0206
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    References listed on IDEAS

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    1. Fleetwood, Steve, 1997. "Aristotle in the 21st Century: Review Article," Cambridge Journal of Economics, Cambridge Political Economy Society, vol. 21(6), pages 729-744, November.
    2. Vargo, Stephen L. & Maglio, Paul P. & Akaka, Melissa Archpru, 2008. "On value and value co-creation: A service systems and service logic perspective," European Management Journal, Elsevier, vol. 26(3), pages 145-152, June.
    3. Mingers, John & White, Leroy, 2010. "A review of the recent contribution of systems thinking to operational research and management science," European Journal of Operational Research, Elsevier, vol. 207(3), pages 1147-1161, December.
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    Cited by:

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    2. Alexandre de A. Gomes Júnior & Vanessa B. Schramm, 2022. "Problem Structuring Methods: A Review of Advances Over the Last Decade," Systemic Practice and Action Research, Springer, vol. 35(1), pages 55-88, February.

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