The article by Robert F. Lusch, Stephen L. Vargo, and Mohan Tanniru explores the evolution of supply chain management (SCM) and marketing from a narrow focus on goods to a broader perspective that emphasizes partnerships, value networks, service provision, and value creation. This shift is captured in the concept of service-dominant (S-D) logic, which views service as the foundation of economic activity and seeks to integrate marketing and SCM practices. The authors apply S-D logic to highlight the role of goods as mechanisms for service distribution and explore the concept of a value network, a spontaneously sensing and responding structure of actors interacting to co-produce, exchange, and co-create value. They develop a model for firms to become essential service-providing agents within complex and adaptive value networks, emphasizing the importance of information technology (IT) in supporting this service-centered view. The article also discusses the convergence of marketing and SCM around the value network concept, highlighting the need for agility, adaptability, and learning in global and complex value networks.The article by Robert F. Lusch, Stephen L. Vargo, and Mohan Tanniru explores the evolution of supply chain management (SCM) and marketing from a narrow focus on goods to a broader perspective that emphasizes partnerships, value networks, service provision, and value creation. This shift is captured in the concept of service-dominant (S-D) logic, which views service as the foundation of economic activity and seeks to integrate marketing and SCM practices. The authors apply S-D logic to highlight the role of goods as mechanisms for service distribution and explore the concept of a value network, a spontaneously sensing and responding structure of actors interacting to co-produce, exchange, and co-create value. They develop a model for firms to become essential service-providing agents within complex and adaptive value networks, emphasizing the importance of information technology (IT) in supporting this service-centered view. The article also discusses the convergence of marketing and SCM around the value network concept, highlighting the need for agility, adaptability, and learning in global and complex value networks.