Robert F. Lusch

Robert F. Lusch is a prominent figure in marketing and business, known for his contributions to the understanding of value co-creation in markets. He emphasizes the importance of collaboration between businesses and customers to generate value, rather than viewing transactions as isolated events. Lusch has significantly influenced the field through his research on service-dominant logic, which shifts the focus from products to the relationships and interactions that create value. His work encourages companies to foster partnerships and engage customers as active participants in the value creation process.