Engagement: A key Bridging Concept Facilitating Scholarly Understanding of the Service-Dominant Logic

The service-dominant (S-D) logic provides an intergrative perspective of markets and marketing which is a precursor for a general theory. However due to its general and abstract nature the language and concepts of the S-D logic are disconnected from the empirical world. Thus there the need for language and concepts that provide this connection. we propose ‘engagement’ as a key bridging concept. A thematic analysis of 44 articles about S-D logic and engagement provides support for this proposition.