As Nina Löfberg (2015) points out, in a product oriented company it might be difficult to get funding for service development, because the outcome is more uncertain than for new product development. This pinpoints one of the inherent problems of the service logic perspective. Because it is more vague and uncertain to talk about services, more effort, focus and belief is needed to embrace it. Naturally, something that requires more effort will have fewer followers than something that doesn’t. Therefore, by this very nature of the service logic perspective, I believe that there will allways be people that do not embrace it. We cannot hope for a time when everyone embrace it. Thus, we really need to think about how to handle them. For example we need to be able to identify who is ready to be “converted” and who isn’t. And how do we handle the ones that aren’t?


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