1. Robert F. Lusch

Robert F. Lusch is an influential scholar in the field of marketing and business, particularly known for his work on service-dominant logic. This concept emphasizes that value is co-created through interactions between businesses and customers, shifting away from the traditional focus on simply exchanging goods. Lusch's research highlights the importance of collaboration, relationships, and customer experiences in creating value. His insights have significantly impacted how companies approach marketing, strategy, and innovation in today's service-oriented economy, advocating for a more holistic and integrated view of business.