F. Lusch

F. Lusch is a scholar known for his work in marketing and service science, focusing on how value is created through interactions among organizations, consumers, and resources. He emphasizes that value isn't just produced by a company alone but emerges from dynamic exchanges among multiple parties. His approach shifts the traditional view by highlighting the importance of collaboration, co-creation, and relationships in delivering products and services. In essence, Lusch's work helps us understand that modern businesses thrive by actively engaging with customers and partners to jointly create and enhance value.