MD Service-Dominant Logic and Supply Networks: Missed Opportunities for Businesses in Ghana?


Despite the developing body of literature on service dominant logic, the concept seems to have limited exposure, leaving the vast majority, especially academics and practitioners in most developing countries in oblivion. This paper assesses the level of dissemination of service dominant logic in Ghana, and further examines how the logic can be applied to supply networks to improve business processes and performance across the African continent.This empirical qualitative research adopts the constant comparative analytic approach to generate concepts and categories through various stages of coding. The findings revealed that almost all participants sampled have no prior knowledge about the existence of the logic. This notwithstanding, Practitioners based on knowledge acquired during the interview process were optimistic that applying service dominant logic to supply networks can lead to improvements in business performance. The paper thus addresses the deficiency of service dominant logic’s dissemination to academics and practitioners in the Ghanaian context, whilst providing support for its significance in improving performance when applied to supply networks.

  1. R.S. Achrol, (1997), Changes in the theory of inter-organizational relations in marketing: Toward a network paradigm, Journal of the Academy of Marketing Science, 25 (1), 56-71  |   Google Scholar
  2. G. Ahuja, (2000), Collaboration networks, structural holes and innovation: A longitudinal study, Administrative Science Quarterly, 45(3), 425–455  |   Google Scholar
  3. J. E. Austin, (2000) Strategic collaboration between non-profits and business, Non-profit and Voluntary Sector Quarterly, 29(1), 69-97  |   Google Scholar
  4. J.B. Barney, M. Wright, and J.D. Ketchen, (2001) The resource-based view of the firm: ten years after 1991, Journal of Management, 27(6), 625-641  |   Google Scholar
  5. J.B. Barney, (1991) Firm resources and sustained competitive advantage, Journal of Management, 17(1), 99-120  |   Google Scholar
  6. J. Bessant, R. Kaplinsky, and R. Lamming, (2003) Putting supply chain learning into practice, International Journal of Operations and Production Management, 23(2), 167–184  |   Google Scholar
  7. M. Christopher, “Logistics and supply chain management” London: Pitman, 1998  |   Google Scholar
  8. M. Christopher, and U. Jüttner, (2000) Developing strategic partnerships in the supply chain: a practitioner perspective, European Journal of Purchasing & Supply Management, 6(2), 117-127  |   Google Scholar
  9. M. Christopher, and D. Towill, (2001) An integrated model for the design of agile supply chains International Journal of Physical Distribution and Logistics Management, 31(4), 235-246  |   Google Scholar
  10. M. Christopher, and H. Peck, (2004) Building the resilient supply chain” International Journal of Logistics Management, 15(2), 1-14  |   Google Scholar
  11. M. Christopher, and B. Gaudenzi, (2009), Exploiting knowledge across networks through reputation management” Industrial Marketing Management, 38(2), 191-197  |   Google Scholar
  12. K.R. Conner, and C.K. Prahalad, (1996), A resource-based theory of the firm: Knowledge versus opportunism, Organization science, 7(5), 477-501  |   Google Scholar
  13. J.A Constantin, and R.F. Lusch, R.F. "Understanding resource management Oxford, OH: The Planning Forum, 1994.  |   Google Scholar
  14. J. Cope, (2005), Researching entrepreneurship through phenomenological inquiry: Philosophical and methodological issues, International Small Business Journal, 23 (2), 163-189  |   Google Scholar
  15. I. Dey, “Qualitative data analysis: A user-friendly guide for social scientists”: Routledge, 1993.  |   Google Scholar
  16. J.H. Dyer, and H. Singh, (1998), The traditional view: co-operative strategy and sources of interorganisational competitive advantage” Academy of Management Review, 24 (4), 660-679  |   Google Scholar
  17. L.M. Ellram, and A. Carr, (1994), Strategic purchasing: a history and review of the literature, Journal of Supply Chain Management, 30(2), 9-19  |   Google Scholar
  18. L.M. Ellram, (1990), The supplier selection decision in strategic partnerships, Journal of Purchasing and Materials Management, 20 (4), 8-14  |   Google Scholar
  19. T.L. Esper, A.E. Ellinger, T.P. Stank, D.J. Flint, and M. Moon, (2010), Demand and supply integration: a conceptual framework of value creation through knowledge Management, Journal of the Academy of Marketing Science, 38(1), 5-18  |   Google Scholar
  20. D.J. Flint, (2006), Innovation, symbolic interaction and customer valuing: thoughts stemming from a service-dominant logic of marketing, Journal of Marketing Theory, 6(3), 349-362  |   Google Scholar
  21. L.E. Gadde, L. Heumer, H. Hakansson, (2003) Strategizing in industrial networks” Industrial Marketing Management, 32 (5), 357-363  |   Google Scholar
  22. C. Goulding, (2005), Grounded theory, ethnography and phenomenology: A comparative analysis of three qualitative strategies for marketing research” European Journal of Marketing, 39(2), 294-308  |   Google Scholar
  23. R.M. Grant, (1996), Towards a knowledge-based theory of the firm, Strategic Management Journal, 17, 109-122  |   Google Scholar
  24. C. Grönroos, (2000), Service management and marketing, European Journal of Marketing, 15(2), 3-31  |   Google Scholar
  25. C. Grönroos, (2006), Adopting a service logic for marketing, Marketing Theory, 6(3) 317-333  |   Google Scholar
  26. C. Grönroos, (2008), Service logic revisited: who creates value? And who co-creates? European Business Review, 20(4), 298-314  |   Google Scholar
  27. C. Grönroos, and A. Ravald, “Marketing and the logic of service: value facilitation, value creation and co-creation and their marketing implications”, Helsinki: Hanken School of Economics, 2009.  |   Google Scholar
  28. R. Gulati, N. Nohria, and A. Zaheer, (2000), Strategic networks” Strategic Management Journal, 21(3), 203-215  |   Google Scholar
  29. E. Gummesson, “Relationship marketing; its role in the service economy - In understanding services management”, W. J. Glynn and J. G. Barns New York: John Wiley, 1995.  |   Google Scholar
  30. E. Gummesson, “Many-to-many marketing as grand theory: A Nordic school contribution”. In R.F. Lusch and S.L. Vargo (Eds.) New York: M.E. Sharpe, 2006.  |   Google Scholar
  31. A. Gunasekaran, and E.W.T. Ngai, (2004), Information systems in supply chain integration and management, European Journal of Operational Research, 159(2), 269-295  |   Google Scholar
  32. H. Gunter, G. Grote, and O. Thees, (2006), Information technology in supply networks: Does it lead to better collaborative planning? Journal of Enterprise Information Management, 19 (5), 540-550  |   Google Scholar
  33. C. Harland, R. Brenchley, and H. Walker, (2005), Risk in supply networks, Journal of Purchasing and Supply Management, 9(2), 51-62  |   Google Scholar
  34. C. Harland, J. Zheng, T. Johnsen, and R. Lamming, (2004), A conceptual model for researching the creation and operation of supply networks, British Journal of Management, 15 (1), 1-21  |   Google Scholar
  35. C. Harland, R. Lamming, J. Zheng, and P. Cousins, (1999), Developing the concept of supply strategy, International Journal of Operations & Production Management, 19 (7), 650-674  |   Google Scholar
  36. C. Harland, R. Lamming, J. Zheng, T. and Johnsen, (2001), A taxonomy of supply networks” Journal of Supply Chain Management, 37(4), 21-27  |   Google Scholar
  37. D.S. Hunt, and M.R. Morgan, (1994), Relationship marketing in the era of network competition, Marketing Management, 3 (19), 19-28  |   Google Scholar
  38. D. Jarratt, and R. Fayed, (2001), The impact of market and organizational challenges on marketing strategy decision-making: a qualitative investigation of the business-to-business sector, Journal of Business Research, 51(1), 61-72  |   Google Scholar
  39. U. Juttner, M. Christopher, J. and Godsell, (2010), A strategic framework for integrating marketing and supply chain strategies, International Journal of Logistics Management, 21(1), 104-126  |   Google Scholar
  40. L. Knight, and C. Harland, (2005), Managing supply networks: organizational roles in network management, European Management Journal, 23 (3), 281-292  |   Google Scholar
  41. R. Lamming, T. Johnsen, J. Zheng, and C. Harland, (2000), An initial classification of supply networks, International Journal of Operations & Production Management, 20 (6), 675-691  |   Google Scholar
  42. R.F Lusch, and S.L. Vargo, “The service-dominant logic of marketing: dialog, debate, and directions”: ME Sharpe Inc, 2006  |   Google Scholar
  43. R.F. Lusch, S.L. Vargo, A.J. Malter, (2006) Marketing as service-exchange: Taking a leadership role in global marketing management, Organizational Dynamics, 35(2), 264-278  |   Google Scholar
  44. R.F. Lusch, S.L. Vargo, and M. Tanniru, (2010), Service, value networks and learning, Academy of Marketing Science, 38(1), 19-31  |   Google Scholar
  45. R.F. Lusch, (2011) Re-framing supply chain management: A service-dominant logic perspective. Journal of Supply Chain Management, 47 (1), 14-18  |   Google Scholar
  46. R.F. Lusch, and F.E. Webster, (2011), A stakeholder-unifying, co-creation philosophy for marketing” Journal of Macro marketing, 3 (2), 129-134  |   Google Scholar
  47. R.F. Lusch, S.L. Vargo, and M. O’Brien, (2007) Competing through service: Insights from service-dominant logic, Journal of Retailing, 83(1), 5-18  |   Google Scholar
  48. J. Mokyr, “The gifts of Athena: Historical origins of the knowledge economy”, Princeton University Press, Princeton, NJ, 2002.  |   Google Scholar
  49. C. Morgan, (2007) Supply network performance measurement: future challenges? The International Journal of Logistics Management, 18 (2), 255-273  |   Google Scholar
  50. R. Normann, “Reframing business: when the map changes the landscape”. Chichester: Wiley.2001  |   Google Scholar
  51. I. Nonaka, H. and Takeuchi, “The knowledge creating:” Oxford University. Press, New York, 2005  |   Google Scholar
  52. A. Payne, S. Kaj, P. Frow, S. Knox, (2009), Co-creating brands: diagnosing and designing the relationship experience, Journal of Business Research, 62 (3), 379-389  |   Google Scholar
  53. J. Spohrer, S.L. Vargo, N. Caswell, P.P. and Maglio, “The service system is the basic abstraction of service science” Paper presented at the 41st Hawaii International Conference on System Sciences, Hawaii, 2008.  |   Google Scholar
  54. A. Strauss, and J. Corbin, “Basics of grounded theory methods” Beverly Hills, CA. Sage, 1990.  |   Google Scholar
  55. A. Strauss, and J. Corbin, “Basics of qualitative research: Techniques and procedures for developing grounded theory” (2nd ed.). CA, USA: Sage Publications, Thousand Oaks, 1998  |   Google Scholar
  56. M. Tokman, and L.S. Beitelspacher, (2011), Supply chain networks and service-dominant logic: suggestions for future research, International Journal of Physical Distribution & Logistics Management, 41(7), 717-726  |   Google Scholar
  57. W. Ulaga, and A. Eggert, (2006), Value based differentiation in business relationships: gaining and sustaining key supplier status” Journal of Marketing, 70(3), 119-136  |   Google Scholar
  58. S.L. Vargo, and R.F. Lusch, (2008), From Goods to Service(s): Divergences and Convergences of Logics, Industrial Marketing Management, 37(3), 254-259  |   Google Scholar
  59. S.L. Vargo, and R.F. Lusch, (2004a) Evolving to a new dominant logic for marketing” Journal of Marketing, 68(1), 1-17  |   Google Scholar
  60. S.L. Vargo, (2008), Customer integration and value creation: Paradigmatic traps and perspectives, Journal of Service Research, 11(2), 211-215  |   Google Scholar
  61. S.L. Vargo, P.P. Maglio, and M.A. Akaka, (2008), On value and value co-creation: A service systems and service logic perspective, European Management Journal, 26(3), 145-152  |   Google Scholar
  62. A. Yazdanparast, I. Manuj, and S.M. Swartz, (2010), Co-creating logistics value: a service-dominant logic perspective, International Journal of Logistics Management, 21(3), 375-403  |   Google Scholar
  63. R.K Yin, “Case Study Research: Design and Methods “(4 ed. Vol. 5): SAGE Publication, Inc., 2009.  |   Google Scholar
  64. Z.G. Zacharia, N.W. Nix, and R.F. Lusch, (2009), An analysis of supply chain collaborations and their effect on performance outcomes, Journal of Business Logistics, 30(2), 101-123  |   Google Scholar


Download data is not yet available.

How to Cite

Dza, M., & Mensah, A. A. (2019). MD Service-Dominant Logic and Supply Networks: Missed Opportunities for Businesses in Ghana?. European Journal of Business and Management Research, 4(4).

Search Panel

 Mawuko Dza
 Google Scholar |   EJBMR Journal

 Abraham A. Mensah
 Google Scholar |   EJBMR Journal