New product planning process in the age of Service Dominant Logic

This study is about the Product Planning Process in the era of Service Dominant Logic (SDL). It had been said during the age of Goods Dominant Logic (GDL) that the key to success in marketing was effectively adapting the Marketing Mix (4Ps). However, in practice, most product planners at that time only focused attention on “products” (goods), mainly by implementing the latest technologies then as far as the “price” (expected cost) was within their target. Although it actually worked well until the late 20th century, it has no longer been functioning effectively from the early 21st century. Product Planning in the era of SDL now needs to be a far more sophisticated process in the new Service Marketing Mix (8Ps). Unfortunately, we have no concrete “product planning theory” in the SDL age yet. Thus, we adopted four frameworks, as a first step, that were originally developed as tools for service value creation, which were also proved to be empirically valid in case studies on product planning in our previous paper. This research is the second step on how to integrate these frameworks toward the goal of achieving a “general theory for a product planning process” in the SDL age of marketing.