Vargo & Lusch

Vargo and Lusch are prominent scholars in the field of marketing who proposed the Service-Dominant (S-D) Logic framework. This concept shifts the focus from traditional views of marketing, which emphasize products, to a perspective that values services and relationships. They argue that all economic exchanges involve service, where value is co-created through interactions between businesses and customers. Their work highlights the importance of collaboration, experiences, and the role of consumers in shaping value, suggesting that understanding customer needs and engaging with them creates greater value than merely selling goods.