English Podcast Starts at 00:00:00 Bengali Podcast Starts at 01:04:55 Hindi Podcast Starts at 01:22:04 Danish Podcast Starts at 01:40:43 Reference Vargo, S.L., Wieland, H. An update of service-dominant logic: Extending the systems turn. J. of the Acad. Mark. Sci. (2026). https://doi.org/10.1007/s11747-026-01159-z Vargo, S.L., Lusch, R.F. Institutions and axioms: an extension and update of service-dominant logic. J. of the Acad. Mark. Sci. 44, 5–23 (2016). https://doi.org/10.1007/s11747-015-0456-3 Vargo, S.L., Lusch, R.F. Service-dominant logic: continuing the evolution. J. of the Acad. Mark. Sci. 36, 1–10 (2008). https://doi.org/10.1007/s11747-007-0069-6 Correspondence with Professor Stephen Vargo https://mayukhpsm.github.io/profvargocorrespondence.pdf Youtube Channel https://www.youtube.com/@weekendresearcher Podcast Website https://mayukhmukhopadhyay.com/reviseandresubmit 🎙️ Welcome to Revise and Resubmit, where great research meets the stories behind the ideas that shape our world! ✨ Imagine publishing a paper that changes how an entire discipline thinks. Then imagine returning, years later, to question, refine, and extend that very idea. In academia, intellectual courage is often as remarkable as intellectual discovery. 📚 On 24 January 2026, our Weekend Classics episode revisited the seminal 2004 Journal of Marketing paper on Service-Dominant Logic by Stephen Vargo and the late Robert E. Lusch, who sadly passed away on 23 February 2017. Then came a delightful surprise. A few days ago, we were privileged to receive an email from Professor Stephen Vargo himself, who had stumbled upon our January episode. Not only had he enjoyed it, but he generously offered to share three major updates to Service-Dominant Logic, published in the prestigious Journal of the Academy of Marketing Science, or JAMS. These include the 2008 and 2016 contributions by Vargo and Lusch, and the 2026 paper by Vargo and Wieland. All three are linked in our show notes. 🌟 Today, we turn our attention to the latest chapter in this intellectual journey: “An Update of Service-Dominant Logic: Extending the Systems Turn,” by Stephen L. Vargo and Heiko Wieland, published online on 5 June 2026 by Springer Nature. JAMS is a prestigious academic journal on the Financial Times FT50 journal list, making this a particularly exciting conversation for marketing scholars and researchers across disciplines. 🧠 The paper takes Service-Dominant Logic beyond the familiar language of exchange and value creation, inviting us to see markets as living, evolving ecosystems. Through systems thinking, relational ontologies, recursive interactions, and institutional coordination, the authors explore how resources, relationships, and agency combine to shape value cocreation. They also revisit a foundational axiom, drawing a crucial distinction between creating value and experiencing or assessing it. In essence, value is not merely something exchanged. It unfolds through relationships, over time, within systems that are continually becoming. 🙏 Our heartfelt thanks to Professors Stephen L. Vargo and Heiko Wieland for this important contribution, and to Springer Nature for publishing and disseminating this scholarship. 💛 If thoughtful research conversations are your cup of tea, subscribe to Revise and Resubmit on Spotify and Weekend Researcher on YouTube. You can also find the podcast on Amazon Prime and Apple Podcasts. Join us as we revisit the ideas that move scholarship forward. ❓ And here is the question to carry into today's episode: If value emerges from an evolving system of relationships rather than from any single transaction, have we been looking at markets the wrong way all along?
