Robert F. Lusch
James and Pamela Muzzy Chair in Entrepreneurship and Executive Director of the McGuire Center for Entrepreneurship
Eller College of Management, University of Arizona.
Date: February 24, 2012
Venue: Alter Hall 745
Title: Service-Dominant Logic: Sensemaking of the Economy and Innovation
An elaboration of how marketing and business has evolved from a goods-dominant to a service-dominant logic is reviewed. Implications for how to make sense of organizations, markets, economy and innovation are presented along with research opportunities and managerial suggestions. Special attention is given to bridging ideas from marketing, management and management information systems. For a background on S-D Logic, please visit (www.sdlogic.net) and see the attached articles.