ENSAIO TEÓRICO SOBRE A LÓGICA DOMINANTE DO SERVIÇO (LDS).

This theoretical essay has the objective of discussing aspects related to the LDS, which has been addressed by Lusch and Vargo since 2004. Over the last 16 years, the Logic theme has received essential contributions that contributed to the updating of the terms, axioms and lexicon. In this sense, we highlight the pertinence of the essay with a view to updating the state of the art of these publications, pointing out some criticisms made in the literature and presenting possibilities for the marketing research in the Brazilian context. [ABSTRACT FROM AUTHOR]