15 years of service-dominant logic: analyzing citation practices of Vargo and Lusch (2004)

Purpose The purpose of this article was to provide an outline of the citation practices of “Evolving to a new dominant logic for marketing” by Vargo and Lusch (2004) to identify and discuss the most prominent research topics in which citations were used and to suggest future research based on the results of the analysis. Design/methodology/approach The authors used a comprehensive framework of citation practices based on iterations of previous...