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Service dominant logic: Implications at the marketing/entrepreneurship interface

Chickery J. Kasouf (Department of Management, Worcester Polytechnic Institute, Worcester, Massachusetts, USA)
Jenny Darroch (Peter F. Drucker and Masotoshi Ito Graduate School of Management, Claremont Graduate University, Claremont, California, USA)
Claes M. Hultman (Swedish Business School, Orebro University, Orebro, Sweden)
Morgan P. Miles (Department of Management, Marketing and Logistics, College of Business Administration, Georgia Southern University, Statesboro, Georgia, USA)

Journal of Research in Marketing and Entrepreneurship

ISSN: 1471-5201

Article publication date: 31 December 2008




This paper aims to explore the implications of service dominant logic (SDL) on the marketing/entrepreneurship interface.


This paper integrates research from co‐creation and service dominant logic with entrepreneurship to explore the value of SDL for entrepreneurial marketing organizations.


This paper offers insights on: the implications of SDL for entrepreneurship; the value of co‐creation in an entrepreneurial context; and an exploration of risk and co‐creation, mass customization, and scale production in an entrepreneurial marketing context.


This paper contributes to the work of both academics and executives attempting to better understand the concepts of SDL and co‐creation and how they might be leveraged to create advantage. In addition, a set of research implications is offered pertaining to co‐creation and SDL in an entrepreneurial marketing context.



Kasouf, C.J., Darroch, J., Hultman, C.M. and Miles, M.P. (2008), "Service dominant logic: Implications at the marketing/entrepreneurship interface", Journal of Research in Marketing and Entrepreneurship, Vol. 10 No. 1, pp. 57-69.



Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited

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