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of value was an implied notion in the original article and that using the terms experience
held closer to the explanation of SDL than the original terminology which they had used
which was service provision.
Now while the generation of the issues arose from an appreciation of the proposed logic
and that these academics wanted to expand upon the emerging debate, certain other
arguments were presented; which the authors argue arose from a misunderstanding of
the new logic paper. One particular misunderstanding which the authors highlight is that
certain critics find SDL to be just an extended debate within services marketing
literature, thus not warranting to be considered as a new logic on its own merit. The
counter to this argument is provided that the idea of a services economy itself is a relic
of the goods centered logic which focuses on what firms can produce rather than how
firms can serve. The distinction marks a major difference in the way how firms think
about business and the marketplace in general. Another misunderstood notion is that
SDL is dyadic in nature and only focuses on the firm/customer interactions. The
correction is provided that SDL focuses on all those aspects of business which are
concerned with value creation, not only the ones between the firm and the customer. In
this, SDL is taking into account all those stakeholders who are involved in the cocreation of value. The final misunderstood notion is that SDL does not take into account
social and nonprofit marketing and ethics. The correction is provided that SDL operates
on the idea that the mechanism of exchange should be mutually beneficial to those
involved in this business. This fact ultimately provides a more holistic overview of how
ethics should be a part of any market based activity, rather than being an afterthought in
the old logic.
Conclusively, understanding that the continuing debate on SDL merits that some
changes be made to the original FPs provided in the original new logic article, the
authors explicitly make said changes in this paper. Most of the changes that are made
generally consist of minor revisions to the FPs. These revisions are done in order to
remove the terms which are generally considered being more GDL centered and to
ultimately introduce terminologies which are SDL specific. The new FP which is
proposed by the authors states that value is a phenomenological occurrence and that its
realization is unique to the one who is benefitting from it. This again marks the
distinction of SDL from GDL as within the latter value was something that was ingrained
in the firm offering while in the former value is ingrained in the phenomena or the
experience.