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Service-dominant logic (SD logic) is directed at transcending goods-dominant logic. SD logic proposes service (ie,‘the process of using one’s resources for the benefit of another entity’, see Vargo and Lusch, 2008: 2) as the thrust of all exchanges. Value, from this perspective, is phenomenological, cocreated in context and idiosyncratic to the beneficiaries of service (Lusch and Vargo, 2006; Vargo, 2008; Vargo and Lusch, 2016). Echoing Penrose’s (1959: 25) insight that ‘it is never resources themselves that are the inputs in the production process, but only the services that the resources can render’, SD logic distinguishes two different kinds of resources: operand resources, ie, resources on which an operation is to be performed to create an effect (typically physical resources), and operant resources, ie, the resources needed to perform the operations on the operand resources, like organizational capabilities, for …