Dominant Logic are used in a variety of disciplines to explain an overarching philosophy that is applied to guide how strategies and tactics are developed and implemented. In other ways, it can be said that a dominant logic is a common way of thinking about strategy across different businesses. That is, a dominant logic remains same no matter what business adopts it. Therefore, while strategies and tactics will be different between businesses, the philosophy or assumptions about the environment in which the business operates will remain the same for them. Within marketing there are two dominant logics, one is Goods Dominant Logic (GDL) and another is Service Dominant Logic (SDL). Goods Dominant Logic is that where value is created by the exchange of goods and services. Usually these are for money or other goods and services. Service Dominant Logic is that where value is created by the exchange of service.
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