LAUSR

During the last decade, service-dominant (S-D) logic (1) has taken a series of significant theoretical turns, (2) has had foundational premises modified and added and (3) has been consolidated into a smaller set of core axioms. S-D logic can continue to advance over the next decade by moving toward further development of a general theory of the market and, even more broadly, to a general theory of value cocreation. To support this theory of the market requires developing more midrange theoretical frameworks and concepts of service exchange, resource integration, value cocreation, value determination, and institutions/ecosystems. These midrange theories can be partially informed by theories outside of marketing, including those under the rubrics of practice, evolutionary, complexity, ecological and structuration theories. Evidence-based research is also needed; opportunities exist in areas such as (1) strategy development and implementation (2) application of complexity economics and (3) the study of the service of cognitive mediators (assistants) as heuristic tools in complex service ecosystems. Additionally, opportunities exist for using S-D logic as a broader framework for the study of macromarketing, including ethics, economic, environmental and social sustainability, as well as public policy. For each of these, the further study of institutions and institutional arrangements, which facilitate coordination among actors in service ecosystems, is needed.