What does a service-dominant logic really mean for manufacturing firms?

In parallel with the product-to-service transition in the manufacturing industries, service-dominant logic has emerged as arguably the most challenging recent scholarly marketing debate. The objectives of this work are: (1) to delineate the distinct differences between a product-to-service transition and a transition from a goods-dominant to a service-dominant logic, (2) to discuss what these transitions mean for industry and academia, and (3) to suggest a revised definition of industrial product/service systems (IPS2) more in line with service-dominant logic. A transition to service-dominant logic implies much more than an increased emphasis on services; it implies a reframing of the purpose of the firm and its role in value co-creation. (C) 2011 CIRP.