Service-dominant (S-D) logic is portrayed by Vargo and Lusch (2008) as a "mindset", a way of examining exchange. Higher education as a whole is a context in which (S-D) logic might be explored yet has attracted comparatively little attention to date. In particular, a key element of S-D logic is the ‘value proposition'. In this working paper a discussion on the nature of the value proposition and what this may represent in the context of higher education is presented with a view to posing questions for debate which need further development
