Potter and the Service-Dominant Logic of Marketing: A Cautionary Tale

Stephen Brown, Anthony Patterson

Research output: Contribution to journalArticlepeer-review

25 Citations (Scopus)


Much has been written about Service-Dominant Logic, Vargo and Lusch's vaunted contention that service isn't an add-on to goods but goods are tangible reminders of service. Most of these writings are conceptual rather than empirical, however. This paper adds an empirical dimension to SDL by means of a qualitative study of the Harry Potter phenomenon. It shows that although Harry Potter can be successfully viewed through V&L's lens, the picture is not crystal clear. So vague is the resultant image, in fact, that SDL should be handled with considerable care and more than a modicum of caution.
Original languageEnglish
Pages (from-to)519-533
JournalJournal of Marketing Management
Issue number5/6
Publication statusPublished (in print/issue) - 2009


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