Perspective of Competitive Advantage in Services Dominant Logic

The process of marketing activities is the process of transactions occurring between producers and consumers, where producers market to consumers. The development of a globally connected world environment has resulted in a level of competition between companies not only on a domestic scale but also becoming global. The competition requires different perspectives both theoretically and practically to be able to provide the best for consumers so that companies can continue to exist in the long run and are not easily imitated by competitors or have competitive advantage. Good- Dominant Logic focuses on the separation between producers and consumers and this is still used. It aims to maximize production control, efficiency, and profit maximization. This is usually achieved by standardizing products and producing them far from the market. Service-Dominant logic arises because of the impetus of the initial goal to do something for and with other parties better known as customer centric and customer responsive. This can increase the company's strength to satisfy consumer needs and achieve organizational and social goals. This research explains the new dominant logic, how changes in perspective occur, and how new can become conceptual based on the service science that producers try to provide or offer to consumers, and this becomes a competitive force and implications for business.