The logical structure of the service-dominant logic of marketing

The Service-dominant (S-D) logic of marketing is currently comprised of ten foundational premises (FPs). The original statements of eight FPs have since been reworded and two additional FPs have been added. The proposers of S-D logic, Steven Vargo and Robert Lusch, have stated that S-D logic is neither complete nor owned by them: it is 'Open Source'. However, despite the many articles that have been published on S-D logic, it seems that many scholars do not fully understand the fundamental ideas that underpin the logic. In particular, perusal of the FPs leaves many scholars confused. This is probably for two reasons: (1) the ideas are unfamiliar; (2) there are so many of them. Hence the purposes of this paper are to explain briefly the unfamiliar ideas, and, more importantly, to reduce the complexity of S-D logic by explicitly analysing the ontological content of the FPs and the logical structure of relationships between the FPs, as premises (or axioms) and conclusions or corollaries. The outcome of this analysis is that the core, essential, FPs are identified, as well as some gaps. In particular it seems clear that only two of the FPs are fundamental, or axiomatic: that service is the fundamental basis of exchange, and that value is co-created (by beneficiary and service-provider)