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In the 2004 Journal of Marketing article ‘Evolving to a new Dominant Logic for Marketing’, Vargo and Lusch suggested that traditional marketing theory was preoccupied with an underlying mindset they called goods-dominant (GD) logic and proposed an alternative logic, in which service provision rather than goods is seen as the fundamental basis of economic exchange. To date, this initial service-dominant (SD) logic article has almost 13,000 citations (Google Scholar, July 2018), indicating that this alternative, service-based logic of exchange and value creation has resonated well with the ideas of a wide range of scholars around the world and is attracting attention from an ever-growing array of disciplines (for a more thorough review of the SD logic vectors of diffusion, see Vargo and Lusch, 2017). The purpose of this chapter is to discuss how and why academics and practitioners have benefited and might …