Service-Dominant Logic (SDL) Primer (PowerPoint PPTX Slide Deck)

VALUE CREATION PPT DESCRIPTION

This product (Service-Dominant Logic [SDL] Primer) is a 29-slide PPT PowerPoint presentation slide deck (PPTX), which you can download immediately upon purchase.

Value Creation is a process through which organizations, individuals, or systems generate meaningful benefits for stakeholders—particularly beneficiaries, including customers, users, and partners.

This presentation outlines the Service-Dominant-Logic (SDL) framework, which moves beyond the traditional Goods-Dominant Logic (GDL). GDL places tangible products at the center of economic exchange. SDL, in contrast, asserts that service—the application of competencies for the benefit of another—is the fundamental basis of all exchange.

SDL shifts the conversation from goods and transactions to service, relationships, and systems.

The SDL framework is built on 11 evolving Foundational Premises (FPs). Among these, 5 have been elevated to the status of Axioms, forming the core structure of the model:

1. (Axiom 1) Service is the fundamental basis of exchange
2. Indirect exchange masks the fundamental basis of exchange
3. Goods are distribution mechanisms for service provision
4. Operant resources are the fundamental source of strategic benefit
5. All economies are service economies
6. (Axiom 2) Value is co-created by multiple actors, always including the beneficiary
7. Actors cannot deliver value but can participate in the creation and offering of value propositions
8. The service-centered view is inherently beneficiary oriented and relational
9. (Axiom 3) All social and economic actors are resource integrators
10. (Axiom 4) Value is always uniquely and phenomenologically determined by the beneficiary
11. (Axiom 5) Value co-creation is coordinated through actor-generated institutions and institutional arrangements

This presentation is a primer to SDL, covering topics of Service Ecosystems, Types of SDL, Value Co-Creation, Goods-Dominant Logic (GDL), Applications, among others.

This PowerPoint presentation on Service-Dominant Logic (SDL) also includes some slide templates for you to use in your own business presentations.

Source: Best Practices in Value Creation, Service Design PowerPoint Slides: Service-Dominant Logic (SDL) Primer PowerPoint (PPTX) Presentation Slide Deck, LearnPPT Consulting

VALUE CREATION PPT SLIDES

Core Principles of Service-Dominant Logic Framework

This PPT slide outlines the core principles underpinning the Service-Dominant Logic (SDL) framework, emphasizing how value is generated and exchanged within a service-oriented economy. It begins by stating that SDL is built on 11 evolving foundational premises, with 5 recognized as axioms—fundamental, non-negotiable principles. The slide notes that these premises have been refined since SDL's inception in 2004 by Vargo and Lusch, reflecting ongoing research and market shifts.

The visual component presents these axioms as a sequence of interconnected pillars, each with a brief description. Axiom 1 emphasizes that service is the fundamental basis of exchange, framing all economic activity as service-centric. Axiom 2 highlights that value is co-created through interactions involving multiple actors, always including the beneficiary. Axiom 3 underscores that social and economic actors are resource integrators, actively shaping value creation. Axiom 4 states that value is uniquely determined by the beneficiary, not the provider. Axiom 5 emphasizes that value co-creation is coordinated through institutional arrangements and actor-generated institutions.

Adjacent to the pillars, a commentary box explains that these premises challenge traditional views of value creation, establishing a new foundation rooted in service exchange and stakeholder interaction. The slide concludes with a note that each premise highlights a distinct aspect of SDL, forming the basis for understanding how value is created and exchanged in a service-centered economy.

Potential buyers should recognize this slide as a foundational overview of SDL, useful for understanding how value flows in modern, service-driven markets. It provides a structured, simplified way to grasp complex ideas that underpin contemporary value creation models.

Understanding the Multi-Level Dynamics of Service Ecosystems

This PPT slide offers an overview of the Service Ecosystem concept within the SDL framework, emphasizing its role in illustrating how value is co-created, delivered, and experienced through interconnected actors. It begins by defining a Service Ecosystem as a dynamic network of individuals, organizations, and technologies that interact to generate tangible and intangible value. The slide highlights that these ecosystems are adaptable, evolving structures that respond to internal shifts and external pressures, underscoring their fluid nature.

The core content is divided into 2 main sections. The first details the types of ecosystems in SDL, distinguishing between self-contained ecosystems—those that operate within flexible boundaries without external resources—and self-adjusting ecosystems, which are responsive to environmental changes and market dynamics. The description clarifies that actors within these ecosystems can modify their roles and relationships over time, enabling continuous adaptation.

The second section classifies levels of ecosystem interaction into 3 categories: micro-level, meso-level, and macro-level. Micro-level interactions involve real-time, direct exchanges between individual actors, such as customers and frontline employees. Meso-level interactions encompass organizational or industry-wide collaborations involving multiple firms and institutional actors. Macro-level interactions refer to large-scale ecosystems spanning multiple industries, geographies, and regulatory frameworks, involving public and private institutions.

The slide concludes with a note reinforcing that the Service Ecosystem perspective emphasizes interconnectedness and the importance of relationships among actors, resources, and relationships to generate sustained value. The visual layout and concise descriptions aim to provide executives with a clear understanding of how ecosystems function and evolve, which is critical for strategic positioning and innovation.

Comparison of Goods-Dominant and Service-Dominant Logic Principles

This PPT slide compares the core principles of Goods-Dominant Logic (GDL) with Service-Dominant Logic (SDL), emphasizing their fundamental differences in how organizations create and deliver value. It begins with a brief introduction, noting that understanding these distinctions is crucial for leaders evaluating their strategic approaches. The left side outlines GDL as focusing on tangible products, with value embedded in physical goods and transferred at the point of sale. Organizations following GDL are primarily manufacturers and distributors, with customer interaction limited to purchase and consumption. The emphasis is on cost, volume, and transactional efficiency, with the customer playing a passive role.

On the right, SDL shifts the focus to how offerings enhance customer outcomes and experiences. Value is not embedded, but realized through use, context, and ongoing engagement. Organizations act as enablers of value co-creation, actively involving customers, partners, and digital platforms. Customers are seen as active participants, contributing knowledge and preferences, with value defined in terms of "value-in-use" rather than completed transactions.

The slide underscores that in a service-driven economy, success hinges on enabling customer outcomes rather than merely delivering outputs. This comparison helps leaders understand how their organizations should evolve from a product-centric to a customer-centric approach, emphasizing relationships, continuous engagement, and shared value creation. It serves as a strategic guide for assessing current business models and identifying areas for transformation to better align with service-oriented principles. The overall message is that value creation is increasingly about collaboration and experience, not just physical products or transactional efficiency.

Applying Multiple SDL Models for Value Creation Strategies

This PPT slide details how organizations can leverage multiple strategic models to implement Service-Dominant Logic (SDL) and generate value. It emphasizes that moving beyond traditional transactional thinking is essential, advocating for models rooted in co-creation, resource integration, and customer-centricity. The core content introduces 5 distinct SDL approaches, each with a brief description and an illustrative example.

The first model, Servitization, involves shifting from purely product sales to integrated solutions that enable recurring revenue streams and differentiation, exemplified by Rolls-Royce’s engine performance services. Outcome-Based Services focus on delivering results aligned with customer goals, like Philips’ lighting-as-a-service, which emphasizes energy performance over fixtures. Platform-Based Ecosystems describe creating or participating in multi-actor platforms that facilitate value co-creation at scale, such as Apple’s App Store. Subscription-Based Models highlight revenue shifts from one-time sales to recurring access, with Adobe transitioning to a subscription model. Co-Creation and Customization involve actively shaping offerings with customers, exemplified by Nike’s customization options. Experience-Centric Models focus on holistic experiences rather than just products, as Starbucks does through ambiance and personalization.

The slide underscores that SDL encourages flexible, customer-centric models that prioritize long-term value co-creation over transactional efficiency. The visual structure, with clear headings and examples, aims to guide organizations in selecting and implementing these strategic approaches. The overall message is that applying these models can help firms unlock sustained value by integrating customer experiences and resources into their core strategies. This slide is valuable for executives seeking to understand how to shift their business models toward more sustainable, service-oriented approaches that foster deeper customer engagement and loyalty.