ABSTRACT

Academics and managers have struggled for a long time to understand and describe the role of the Service-Dominant (S-D) orientation in explaining business performance. Some theoretical approaches for every effort must be informed by strategic service management theory because the main question that strategic service management wants to answer is why several companies that have S-D orientation can produce different performance. This paper describes the process of the S-D orientation in influencing business performance. This framework is important for developing a theory-based conceptual framework that links service orientation with business performance.

JEL Classification: M31

Keywords: S-D Orientation, Marketing Capabilities, Positional Advantage, Business Performance, Competitor.