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Harry Potter and the Service-Dominant Logic of Marketing: a cautionary tale

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Abstract:

Much has been written about Service-Dominant Logic, Vargo and Lusch's vaunted contention that service isn't an add-on to goods but goods are tangible reminders of service. Most of these writings are conceptual rather than empirical, however. This paper adds an empirical dimension to SDL by means of a qualitative study of the Harry Potter phenomenon. It shows that although Harry Potter can be successfully viewed through V&L's lens, the picture is not crystal clear. So vague is the resultant image, in fact, that SDL should be handled with considerable care and more than a modicum of caution.

Keywords: CUSTOMER CO-CREATION; GOODS VERSUS SERVICES; HARRY POTTER; SERVICE-DOMINANT LOGIC

Document Type: Research Article

DOI: https://doi.org/10.1362/026725709X461830

Publication date: 2009-07-01

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