Production of Value using SDL: Service-dominant logic is a mindset or model that has emerged as the world continue to be increasingly interconnected and turbulent. This logic emphasizes on the relations of the producer and consumer as well as other partners in the supply and value network in their co-production of value through collaborative procedures. The logic is driven by an intrinsic purpose of carrying out an activity with other parties making it to be customer-centered and responsive. Actually, service-dominant logic considers service as the application of knowledge through actions, procedures, and performances for the advantage of the entity itself or another entity. Therefore, the concept leverages the strengths of the company to meet the needs of customers and accomplish both organizational and societal objectives (Lusch & Vargo, n.d.). Consequently, is generates competitive advantage and long-term customer loyalty through aligning the firm's capabilities with the needs of customers.

Co-production in Service Dominant Logic:

In the process of service design, co-creation is regarded as one of the major aspects since service design is increasingly inspired by service dominant logic. While service designers continue to experience difficulties with regards to the meaning and use of co-creation, service-dominant logic continued to have a huge effect on service marketing. Notably, the service-dominant logic is basically geared towards the creation of value instead of production through making output units. Due to its huge impacts on service marketing, service-dominant logic is increasingly important for marketers who need to engage in co-production of value using the concept.

For many organizations and marketers, the co-production of value in the global hyper-competitive market is challenging. This is primarily because of the need for the organization or individual to leave the traditional way of doing things and entrenched habits, which tend to die slowly. The task is even more challenging in the modern large international supply and value-creation networks when the process is not only on the way of doing things in the firm but across the firms. In most cases, many organizations experience difficulties in the co-production of value through the service-dominant logic because of resistance from the marketing department or team.
However, the individual or organization can engage in co-production of value using service-dominant logic through collaborative capability or absorptive capability. Through collaborative capability, the organization should work with other parties in truthful, open, and symmetric way. This requires the organization to have interior specialized knowledge and abilities since the lack of such competencies results in inability to work with other parties. Under the absorptive capability, the organization is able to soak in new information from the external environment such as collaborative partners. The two methods should be part of the organization's culture since they provide the basis for successful implementation of service-dominant logic.

Enhancing Service-dominant Logic:

As an important aspect of…