Research trajectories of Service-Dominant Logic: Emergent themes of a unifying paradigm in business and management

We describe the research trajectories associated with S-D Logic and the scholarly activity it encompasses across a breadth of disciplines by conducting a bibliometric analysis of a body of literature citing two fundamental S-D Logic publications between 2004–2014. The bibliometric analysis reveals four pertinent research trajectories: Value co-creation, Resources (incl. integration), Brands, and Innovation. These empirical findings are supported...