...Tuan Van Nguyen; Nguyen-Hau Le Purpose For developing and testing service-dominant logic (SDL)-based midrange theories of marketing, the operationalization of SDL into the managerial concept of service-dominant orientation (SDO) and its measures is imperative. However, existing scales found...

... is the service-dominant logic (Vargo and Lusch, 2004 , 2017). In this approach, value is seen as phenomenological, co-created and multidimensional, and that should be considered a construct at the level of an ecosystem (Vargo et al., 2017). The authors argue that more research effort is needed...