Transforming from the goods to the service-dominant logic
基于一家银行的案例研究，提出了企业从商品主导逻辑向服务主导逻辑转型的框架，探讨了价值共创实践、制度企业家和制度逻辑冲突如何驱动转型，以及员工职业身份的变化。
This article outlines a framework of the transformation from the goods-dominant (G-D) to the service-dominant (S-D) logic in firms based on a case study of a bank. Drawing from institutional logic and practice theory, the article also contributes by discussing how the transformation from the G-D to the S-D logic takes place by means of the enactment of value creation practices and how such transformations are driven by institutional entrepreneurs and by conflicts between institutional logics. In addition, the article argues that the studied transformation is interwoven with changes in the professional identities of employees. Managerial implications include how managers may draw on the presented framework to transform their firm and its employees.