PERUBAHAN PERSPEKTIF DOMINANT LOGIC SEBAGAI KEKUATAN BERSAING

Abstract

Marketing inherits economic exchange model that have dominant logic which based on good exchange like in manufacture. That dominant logic focuses on tangibles resource, values, and transactions and we know as good-dominant logic. In the last decade, there is a new perspective that makes a different to counter the competition which focuses on intangible resources, co-create value, and long-term relationship. That new perspective we know as service-dominant logic. Service-dominant logic provides a framework for thinking more clearly about the concept of service and its role in exchange and competition. This perspective isn’t only applicable to service industry but also to commodity industries. This paper explains a new dominant logic, how the changes of the perspective happened, and how the new one can be a conceptual based for service science, become the power to compete and the implication for the businesses.