Lusch (Stephen L.)

Stephen L. Lusch is an influential scholar in the field of marketing and business management, known for developing the Service-Dominant Logic. This approach emphasizes that value is created through collaborative processes and interactions between organizations and customers, focusing on intangible resources like expertise and relationships rather than just products. Lusch's work encourages businesses to view customers as active participants in value creation, fostering more personalized, service-oriented strategies that strengthen long-term relationships and innovation. His insights help companies adapt to dynamic markets by prioritizing service ecosystems and customer engagement over traditional transaction-based models.