The relevance of a new service-dominant (S-D) logic for marketing has been receiving attention in the academic literature. This paper explores the applicability of S-D logic within the supply-chain. A survey of buyers and suppliers of third-party logistics services is used to assess the extent to which a philosophical shift in the orientation of the supply-chain has occurred.
Australian and New Zealand Marketing Academy (ANZMAC) Conference 2007 (ANZMAC 2007). Australian and New Zealand Marketing Academy (ANZMAC) Conference 2007. 3Rs: Reputation, Responsibility & Relevance: Conference Proceedings and Refereed Papers (Dunedin, New Zealand 3-5 December, 2007) p. 142-147