Vargo and Lusch

Vargo and Lusch are scholars known for their contributions to service-dominant logic, a concept in marketing and business. They argue that the primary focus of businesses should be on the value created through interactions and services, rather than just exchanging goods. This perspective emphasizes collaboration between businesses and customers, where both parties co-create value. Instead of viewing products as standalone items, they suggest seeing them as part of a broader service experience that fulfills customer needs. This shift highlights the importance of relationships and ongoing engagement in today’s economy.