Robert F. Lusch

The future of marketing strategy

The Evolving Marketing Concept, Competitive Intensity and Organizational Performance

Evolving to a New Dominant Logic for Marketing

Marketing inherited a model of exchange from economics, which had a dominant logic based on the exchange of “goods,” which usually are manufactured output. The dominant logic fo...

Service-dominant logic: continuing the evolution

Service-dominant logic: reactions, reflections and refinements

As one of its own foundational premises implies, the value of service-dominant (S-D) logic is necessarily in its open, collaborative effort. Thus, the authors invite and welcome...

Competing through service: Insights from service-dominant logic

The Four Service Marketing Myths

Marketing was originally built on a goods-centered, manufacturing-based model of economic exchange developed during the Industrial Revolution. Since its beginning, marketing has...

Service-Dominant Logic: What It Is, What It Is Not, What It Might Be

The role of a producer traditionally has been viewed as the development and delivery of goods and services, and the role of customers has been viewed as the consumption of those...

Why “service”?

Marketing as Service-Exchange:

Service-Dominant Logic as a Foundation for a General Theory

The quest for a general theory of marketing has been elusive. At least in part, this is because marketing is built on economic science, which has its own general theory. But, as...

The Small and Long View

Macromarketing research should be grounded in a small view of things. It should focus on the microactions of microactors that create macrostructures. At the same time, macromark...