Service-dominant logic pioneer 2. Stephen L. Vargo

Stephen L. Vargo is a prominent scholar in the field of marketing and business who co-developed the concept of Service-Dominant Logic (SDL). SDL shifts the focus from traditional goods and products to the idea that value is created through services and experiences. Instead of seeing businesses as providers of goods, Vargo emphasizes that they should be viewed as facilitators of value co-creation with customers. This perspective encourages collaboration and innovation, recognizing that customer interactions and relationships play a crucial role in delivering value in today's economy. Vargo's work has significantly influenced modern marketing and business strategies.