Version 1.0, October 2026. 98 constructs in 18 families across 7 eras, with 18 imported theories below. Selecting a cell reveals its family, era, block, tier, and anchor works, each anchoring reference linking to the publisher’s page. Explore the 18 Family Deep Dives for granular sub-tables, or visit Resources to use the four interactive analytical tools.
Each cell: number, influence pips, block code, then symbol, construct, and anchor works
open frontier position
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Detached series · Theories imported from adjacent fields, each set near the families it feeds
Series
T
Imported Theories
65FC
Sd
Service-Dominant Logic
Family
10. Service, Value, and Experience (IV · Customer and Brand Assets)
Era
Period 5: Assets and Accountability, 2000s
Block
FC · Formulation, content
Tier
Landmark
Cell card
Description
Vargo and Lusch argued that marketing is moving from a goods-dominant to a service-dominant logic in which service is the fundamental basis of exchange, operant resources are the primary source of advantage, and value is cocreated with the customer.
Managerial Implications
All firms are service providers; goods are vehicles for service, and value is co-created with customers in use, not delivered at the point of sale. Reframe the business around the outcome customers achieve with you. This shifts attention to the customer's processes, to relationships over transactions, and to knowledge and skills as the firm's core resources. Subscription and outcome-based models follow directly.
How to read. Down a column follows one research stream through time. Across a row shows what the field studied in an era. Color marks the strategy domain, after Morgan et al. (2019). Pips give an influence tier. Numbers run by era, then family. Placements, anchors, and tiers are editorial judgments, and anchors are entry points rather than a complete record of any stream. Anyone who uses or adapts this table is responsible for verifying its contents against the original works.
