Assignment:
According to Vargo and Lusch (2004), Service Dominant Logic (SDL) shifts the focus of business away from the production and distribution of products in the form of goods or traditional services (goods-dominant logic) toward the concept of service, the application of knowledge and skills, as the basis of all exchange in which service is exchanged for service.
Critically evaluate the above statement paying particular attention to the idea that marketing is an activity. Discuss the relevance of this statement in today's context and address the concepts of SDL & GDL.