Bob Lusch

Bob Lusch is a management scholar known for developing the Service-Dominant Logic, a perspective that emphasizes the importance of service and value co-creation in business. He argues that instead of focusing solely on goods or products, companies should see value as created collaboratively with customers through interactions and relationships. This approach shifts the focus from selling items to delivering ongoing value through service. Lusch’s ideas influence how businesses develop strategies to build stronger customer relationships and foster innovation, highlighting the dynamic and interconnected nature of value creation in modern markets.