This article examines the adoption of innovative total cost of ownership business models by small and medium-sized enterprises in business-to-business markets might be constrained. Whereas prior explanatory research focuses on suppliers and customers, relatively little attention has been afforded to relational factors, and even less to the dominant logics employed in business life. This study employs the concept of a service-dominant logic that allows for consideration of the above factors within a coherent framework. Based on research propositions developed from this framework, the article contains an explorative case study approach against the background of German mechanical engineering.