Stephen Vargo

Stephen Vargo is a prominent academic known for his work in marketing and service-dominant logic, a concept that emphasizes the idea that value is created through collaboration and relationships rather than just through the exchange of goods. Along with his colleague, Vargo proposed that businesses should focus on service and the co-creation of value with customers, shifting the traditional view of products as the central focus. This perspective has influenced how businesses approach customer interactions, competition, and innovation in today’s economy, highlighting the importance of understanding customer needs and fostering partnerships.