Ecosystems: Goods-dominant vs Service-dominant logic

Moving away from traditional product-centricity, firms are embracing customer and collaborator focus and the value co-creation mindset. Service-dominant (S-D) logic offers a unified understanding of the purpose and nature of firms, emphasizing value-in-use and co-creation of value, as opposed to the value-in-exchange and embedded-value concept of goods-dominant (G-D) logic. Ecosystems operate on S-D logic, and thrive on customer and collaborator contributions in co-creation. Value co-creation means considering customers and stakeholders as a distinct source of competence, inviting them to make their resources accessible to the ecosystem. Sustaining such ecosystems requires stewardship and governance as well as language, which promotes co-creation and leads to shared value among all ecosystem members.