Transforming from the goods to the service-dominant logic

• This article outlines a framework of the transformation from the goods-dominant (G-D) to the service-dominant (S-D) logic in firms based on a case study of a bank. Drawing from institutional logic and practice theory, the article also contributes by discussing how the transformation from the G-D to the S-D logic takes place by means of the enactment of value creation practices and how such transformations are driven by institutional entrepreneurs and by conflicts between institutional logics. In addition, the article argues that the studied transformation is interwoven with changes in the professional identities of employees. Managerial implicationsinclude how managers may draw on the presented framework to transform their firm and itsemployees.

Subject headings

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business (hsv//eng)

Keyword

Institutional logic theory

practice theory

service-dominant logic

transformation

value creation

Business Administration

Företagsekonomi

Publication and Content Type

ref (subject category)

art (subject category)