Robert Lusch

Robert Lusch is a prominent figure in the field of marketing and business education, particularly known for his work on service-dominant logic. This concept emphasizes that the core of business is not just about products but about creating value through relationships and services. Lusch has contributed significantly to understanding how businesses can innovate and adapt in a rapidly changing world by focusing on collaboration and co-creation with customers. His research encourages companies to see value creation as a joint effort, enhancing customer experiences and fostering long-term partnerships.