Stephen L. Vargo

Stephen L. Vargo is a prominent scholar in the fields of marketing and service management, best known for his work on the Service-Dominant (S-D) Logic framework. This concept redefines value creation by emphasizing the importance of services and relationships over traditional goods. Vargo's research highlights how businesses and consumers collaborate to create value together, rather than just exchanging products. His ideas have influenced how companies view customer engagement and innovation, encouraging them to focus on customer experiences and co-creation to enhance competitiveness in the modern economy.