"The shift in focus"

Não resisto a sublinhar aqui, uma série de citações que encontrei em "Why “service”?" de Stephen L. Vargo e Robert F. Lusch, publicado no J. of the Acad. Mark. Sci. (2008) 36:25–38:

"“The great economic law is this: Services are exchanged for services....It is trivial, very common place; it is, nonetheless, the beginning, the middle, and the end of economic science.”
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“I must give myself some credit for switching to the service logic. It forces us to shift our attention: from production to utilization, from product to process, from transaction to relationship.”
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Customers do not buy goods or services: they buy offerings which render services which create value.... The traditional division between goods and services is long outdated. It is not a matter of redefining services and seeing them from a customer perspective; activities render services, things render services. The shift in focus to services is a shift from the means and the producer perspective to the utilization and the customer perspective."