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.