Steven Vargo

Steven Vargo is a marketing scholar best known for developing the Service-Dominant (S-D) Logic, a framework that emphasizes value creation through interactions and relationships rather than just exchanging goods or services. His work highlights that organizations and customers co-create value together, shifting focus from product-centric to relationship-centric approaches. Vargo's ideas influence modern marketing strategies by emphasizing service, collaboration, and the active role of customers in defining value. His contributions help businesses understand the importance of engagement and experience in delivering meaningful value to consumers.