Feb 24: Bob Lusch to speak on Service-Dominant Logic: Sensemaking of the Economy and Innovation

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.


Vargo_and_Lusch_2008_JAMS_Why_Service Vargo_and_Lusch_2008_JAMS_Why_Service.pdf



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