Ehrenthal, JoachimGruen, Thomas W.Hofstetter, Joerg S.Dornberger, Rolf2024-03-272024-03-272020978-3-030-48331-9978-3-030-48332-6https://doi.org/10.1007/978-3-030-48332-6_19https://irf.fhnw.ch/handle/11654/42704In the digital age, companies compete on how well their service meets customer needs and solves customer problems, interacting with ever more actors to fulfill their promise. A well-suited mid-range theory to conduct research in this “new” world is service-dominant (S-D) logic. However, there are no guidelines or a commonly agreed framework for systematically conducting S-D logic research. To fill this gap, this chapter reviews and analyzes the use of S-D logic in research. It provides recommendations for conducting S-D logic in research and proposes an organizing framework for applied research settings and beyond.en330 - Wirtschaft04A - Beitrag Sammelband281-297