In transit between logics : a qualitative study of how marketing practices reflect the shift toward service-dominant logic

Abstract

The purpose of this thesis was to examine how far marketing practice has shifted from traditional, transaction-oriented logic toward more modern, value-oriented logic. The extent of this transition was explored through two lenses (Goods-Dominant & Service-Dominant) and a six-dimensional analytical framework (nature of exchange, objectives and outcomes, time horizon, marketing styles, resources and evaluation, and scope of marketing).

The study was conducted as a qualitative inquiry. Data was collected through semi-structured interviews with marketing leaders from six Finnish companies. Material was coded through two lenses, by transaction versus value orientation and by the six dimensions. The data was analysed using qualitative content analysis with cross-case comparison.

The findings indicate that the transition is partial. Companies exhibited mixed orientations. Short-term activation, sales efficiency, and conversion metrics were prioritized, while brand and equity effects were acknowledged but measured inconsistently. Goods were frequently treated primarily as products rather than as services for customers. In cases where stronger S-D features appeared, longer time horizons, broader scope, relationship orientation, and an investment view of marketing were prominent.

It is concluded that firms are in mid-transition. Marketing value is best realized when brand building and activation are balanced, metrics cover both effectiveness and efficiency, and customer experience is managed across the ecosystem. The proposed framework offers a practical diagnostic for managers. Further research is required with larger and longitudinal samples to validate and extend these results.