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.
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