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
Abstract
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.
Lusch_Vargo_Wessels_2008_IBM
Vargo_and_Lusch_2008_JAMS_Why_Service
Vargo_and_Lusch_2008_JAMS_Continuing
JM_Vargo_Lusch_2004