""Axiom 1: Service Is the Fundamental Basis of Exchange"

"Axiom 1: Service Is the Fundamental Basis of Exchange - To understand the meaning of Axiom 1, “Service is the fundamental basis of exchange”, it is important to recognize that S-D logic represents a shift in the underlying logic of understanding exchange, rather than a shift in the emphasis of type of output that is under investigation. This shift of logic is achieved by introducing a processual conceptualization of service (singular)—the application of resources for the benefit of another—as the basis of exchange. In other words, the concept of service focuses on the process of serving rather than on a type of output such as services (plural). Consequently, S-D logic is not about making services more important than goods, but about transcending both types of outputs with a common denominator—service.
With the help of this processual conceptualization of the basis of exchange, exchange can be understood as actors applying their competences to provide service for others and reciprocally receiving similar kind of service (others’ applied competences or money as ‘rights’ for future competences) in return."

Trecho retirado de "Chapter 28 - Further Advancing Service Science with Service-Dominant Logic: Service Ecosystems, Institutions, and Their Implications for Innovation" do livro