Click on the following links. Please note these will open in a new window.

Neu, W. A., & Brown, S. W. (2005, August). Forming successful business-to-business services in goods-dominant firms. Journal of Service Research, 8(1), 3–17.

In Chapter 1 we introduce the emerging theme of services-dominant logic. This article provides an interesting vehicle for this shift in thinking and can be used in this chapter as well as Chapter 10.