Achieving Advantage with a New Dominant Logic

In the preceding article, Vargo and Lusch (V&L; 2004) observe that an evolution is underway toward a new dominant logic for marketing. The new dominant logic has important implications for marketing theory, practice, and pedagogy, as well as for general management and public policy. Thus, their observations are likely to resonate with a broad cross-section of the business community. With the goal of stimulating discussion and debate, I invited some distinguished scholars to write brief commentaries on different aspects of V&L’s article. I was delighted to receive a thoughtful and diverse set of comments. The ideas expressed in the article and the commentaries will undoubtedly provoke a variety of reactions from readers of Journal of Marketing. I hope you will enjoy reading, and thinking, about these scholars’ views on the fundamental premises of marketing as much as I did. —Ruth N. Bolton