Ralf Wilden

The Evolution and Prospects of Service-Dominant Logic: An Investigation of Past, Present, and Future Research

Service-dominant logic (SDL) emerged over a decade ago as a potential framework and paradigmatic lens for rethinking the role of service in exchange and value creation. The growth of SDL reflects a major shift in service research. However, SDL’s relationship to prior service literature and its potential for future development in this field have not been empirically examined. We explore the foundational research areas and evolution of SDL research through a systematic investigation, which combines cocitation analysis with a novel text mining tool, Leximancer. Specifically, we investigate the research streams connected with SDL and compare core themes across two time periods (2004 to 2008 vs. 2009 to 2015). The findings reveal SDL’s interdisciplinary theoretical heritage and significant changes in the structure of focal themes and concepts over time. Our analyses identify current limitations and subsequent research areas and questions to further develop strategic approaches for SDL and advance a service ecosystems view. These include open innovation, dynamic capabilities, organizational microfoundations, and service systems, as well as social capital and consumer culture theories. Integration of midrange theories and strategic frameworks in these particular areas can help to guide managers in improving service innovation and enhancing value creation in service ecosystems.

Service-dominant orientation, dynamic capabilities and firm performance

The purpose of this paper is to investigate the effects of a firm’s service-dominant orientation on marketing and technological capabilities, and its performance. It outlines how a service-dominant orientation offers guidance for the development and deployment of ordinary capabilities, and indirectly affects performance. Additionally, it delineates how dynamic capabilities affect the impact of a service-dominant orientation on ordinary capabilities.,Partial least squares structural equation modeling drawing on data from 228 firms serves to assess hypotheses relating service-dominant orientation and dynamic capabilities with firm performance.,The results indicate that marketing and technological capabilities fully mediate the relationship between a firm’s service-dominant orientation and firm performance. Furthermore, the positive marginal effect of a firm’s service-dominant orientation on its marketing capabilities increases with the firm displaying a stronger service-dominant orientation. In addition, the positive effect of service-dominant orientation on marketing capabilities reduces the more the firm deploys dynamic capabilities.,Because of the cross-sectional sample, future studies could adopt longitudinal research designs to explore the impact of a service-dominant orientation on ordinary capabilities and performance, or investigate the applicability of the findings in other contexts.,The findings imply that implementing a service-dominant orientation can be beneficial for firms. However, because the impact of such an orientation weakens the greater a firm’s dynamic capabilities, managers need to be mindful of this trade-off.,The study is the first to establish a link between the dynamic capability view, originating from strategy research, and service-dominant logic, stemming from marketing thinking.

Revisiting James March (1991): Whither exploration and exploitation?:

We revisit March’s seminal 1991 article, “Exploration and exploitation in organizational learning”, and analyze the impact it has had on scholarly thinking, providing a comprehensive and structured review of the extensive and diverse research inspired by this publication. We show that although this influence has changed significantly over the years, there are still unexplored opportunities left by this seminal work. Our approach enables us to identify promising directions for future research that reinforce the themes anchored in March’s article. In particular, we call for reconnecting current research to the behavioral roots of this article and uncovering the microfoundations of exploration and exploitation. Our analysis further identifies opportunities for integrating this framework with resource-based theories and considering how exploration and exploitation can be sourced and integrated within and across organizational boundaries. Finally, our analysis reveals prospects for extending the notions of exploration and exploitation to new domains, but we caution that such domains should be clearly delineated. We conclude with a call for further research on the antecedents of exploration and exploitation and for studying their underexplored dimensions.