A service-dominant logic for management education: It's time

Even though services dominate the U.S economy and figure prominently in other developed economies, principles for the effective provision of service experiences receive little attention in conventional management education. We provide an argument for what is termed a service-dominant logic for management education. It is organized into three parts. The first reviews the current status of the management discipline's coverage in our research and teaching of the unique challenges and opportunities in managing services. The second details seven key differences in managing services that are either minimally covered or ignored in traditional management courses. The third offers some suggestions as to how management scholars and educators can add coverage of these unique challenges and opportunities of managing services to our curriculum. We suggest that the time is now for capturing the rapidly expanding knowledge base of services in management texts, teachings, and research. Copyright of the Academy of Management, all rights reserved.