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Potter and the Service-Dominant Logic of Marketing: A Cautionary Tale

Brown, Stephen and Patterson, Anthony (2009) Potter and the Service-Dominant Logic of Marketing: A Cautionary Tale. Journal of Marketing Management, 25 (5/6). pp. 519-533. [Journal article]

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DOI: 10.1362/026725709X461830


Much has been written about Service-Dominant Logic, Vargo and Lusch's vaunted contention that service isn't an add-on to goods but goods are tangible reminders of service. Most of these writings are conceptual rather than empirical, however. This paper adds an empirical dimension to SDL by means of a qualitative study of the Harry Potter phenomenon. It shows that although Harry Potter can be successfully viewed through V&L's lens, the picture is not crystal clear. So vague is the resultant image, in fact, that SDL should be handled with considerable care and more than a modicum of caution.

Item Type:Journal article
Faculties and Schools:Ulster Business School > Department of Marketing, Entrepreneurship and Strategy
Ulster Business School
Research Institutes and Groups:Business and Management Research Institute
ID Code:10201
Deposited By: Professor Paul Humphreys
Deposited On:29 Jan 2010 18:00
Last Modified:04 Mar 2013 12:02

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