Steve Vargo (Scholar)

Steve Vargo is a prominent scholar known for his work in service science and marketing, particularly in developing the Service-Dominant Logic (SDL) framework. SDL shifts the focus from traditional goods-centered perspectives to understanding value as co-created through interactions between businesses and customers. This approach emphasizes collaboration, relationships, and the importance of services in the economy. Vargo’s research has influenced how businesses think about value creation, innovation, and customer engagement, highlighting the significance of experiences and services in today’s marketplace. His insights have contributed to the evolving perspective on marketing and the role of services in business strategy.