1 Service-Dominant Orientation: Empirical Measurement Model Considerations Ingo O. Karpen, PhD* Lecturer in Marketing, RMIT University, Building 108, Level 12, 239 Bourke Street, Victoria 3000, Australia Tel: +61 39925 5877 Email: ingo.karpen@rmit.edu.au Liliana L. Bove, PhD Associate Professor in Marketing, The University of Melbourne, 09.025, Level 9, 198 Berkeley Street, Victoria 3010, Australia, Tel: +61 39035 5512 Email: lbove@unimelb.edu.au *Please address all correspondence to this author. Paper presented at the 2011 Naples Forum on Service: Service-Dominant Logic, Networks and Systems Theory, Service Science Capri, June 14 – 17, 2011