Customer Integration and Value Creation
以Moeller的客户整合框架为平台，讨论服务主导逻辑发展中的两个嵌套挑战：传统商品主导逻辑范式的强大影响及其术语陷阱，以及需要建立更广阔的价值创造视角。
This commentary uses the Customer Integration—Facilities, Transformation, Use (CI-FTU) framework of Moeller as a platform for discussing two nested challenges in the development of service-dominant (S-D) logic. The first is the potency of the traditional, goods-dominant (G-D) logic paradigm, including the pitfalls of using its lexicon for describing a transcending logic. The second is the related need to develop a broader perspective for understanding value creation than is apparent in traditional conceptualizations or in the CI-FTU conceptualization. In addition, the challenge of isolating S-D logic in its rapid evolution beyond G-D logic is discussed.