Service Dominant Logic and Service Science: a contribute deriving from network theories

Purpose ± Scope of the paper is to highlight Service Science, Management and Engineering (SSME) and Service Dominant (S-D) logic peculiarities and proposals with reference to network theories such as the Many to Many approach proposed by Gummesson and the Viable System Approach (VSA), an approach proposed and highly diffused in Italy in last decade. Methodology/approach ± Conceptual analysis based on new developments in SSME and SD Logic with a thesis that really these scientific proposals are coherent one with the other and may benefit inferences deriving from the mentioned network theories. Findings ± We found many-to-many marketing particularly supportive for both SSME and S-D logic for it being a theory grounded on networks, on value co-creation and systems, therefore based upon several of the two theories pillars. On the other hand we have noted that also the VSA, an interdisciplinary approach grounded in system thinking, resource based theory with strong inferences deriving from biology, sociology and mechanics, for its ample perspective represents an interpretation key of complex phenomena, thus it seems suitable for analyzing service systems for its capacity to look to the whole while not avoiding to respect the single characteristics of every observed reality. SSME and SD Logic are two emerging theories who are focused to the comprehension of Services in general, which can be represented by complex systems in which value is exchanged in terms of service among multiple actors. The VSA, asserts that every systems in order to be viable needs to develop among over-systems in an harmonic behavior capable of VDWLVI\LQJFULWLFDOUHVRXUFHV¶RZQHUVPD\FRQWULEXWHWRWKHVHWZRGLVFLSOLQHGHYHORSPHQW Research implications ± SSME and SD Logic are gradually being integrating one with each other. The research implies that the network theories, and specifically the VSA, could support even more this integration contributing with its own scientific proposals. Briefly we believe that the VSA¶VYLHZRQEXVLQHVVILQDOLWLHVYDOXHFUHDWLRQRUJDQL]DWLRQV¶UHODWLRQVPDQDJHPHQWDUHVWURQJO\ coherent with the one proposed or tacitly implied by SSME and SD Logic. Practical implications ± For researchers to critically analyze network theories, and in particular the VSA proposal and theories, in order to verify if and to which extent they may contribute to scientific advancements in Service Science and SD Logic. Originality/value ± Although many contributes have focused upon SSME and SD Logic together, highlighting the strong integration between the two scientific proposals, until now there DUHQ¶WPDQ\ FRQWULEXWHVWKDWDGRSW QHWZRUNWKHRULHVDQG VSA looking for inferences upon the two theories. Key words ± Service Science, Management and Engineering; service-dominant logic; service science; Many to Many, Viable System Approach. Paper type - Research paper/conceptual paper.