Theory of Paradox Within Service-Dominant Logic

The purpose of this paper is to investigate the foundational premises of service-dominant (S-D) logic through systemic and paradoxical thinking. Systemic thinking seeks to understand phenomena holistically and elementarily, while paradoxical thinking is an ontological perspective that appreciates the plurality of phenomena and accepts the notion that underlying explanations require a "both" rather than an "and/or" commitment of understanding. S-D logic is evolving as a theoretical framework in explaining how actors conduct recursive exchanges of resources in the form of value-hosting service. As with any complex system, the holistic viewing of S-D logic reveals that the complexity of service systems is, at times, inherently paradoxical. This composition highlights how systemic and paradoxical thinking, instantiated through soft systems methodology, can advance the theoretical framework of S-D logic. The proclamation is made that the identification of paradoxes within S-D logic will aid its evolution toward a general theory of marketing.