Service Dominant Logic – how to systematize service business

Digitalization is changing the world quickly, industrial boundaries are vanishing, and
competition is truly global. Digital transformation is disruptive, the new, unseen and born-global services are amplifying demand for service-oriented business-and marketing logic, where value creation between actors is a key element. The main aim of this paper is to describe cornerstones for systematizing co-creational service dominant business logic in the rapidly changing market environment. We review literature to find out what are the approaches behind service dominant logic and value co-creation in service marketing, how the value stream optimization based on Lean–philosophy was aligned with the other encountering theories, and then are creating the encountering framework for systematically utilizing the service dominant logic in business-to-business environment.