Vargo (Robert F.)

Robert F. Vargo is an influential academic known for his work in marketing, especially the development of the Service-Dominant (S-D) Logic. This framework shifts the focus from selling products to providing value through service and customer relationships. Vargo's theories emphasize that value is co-created between businesses and customers, and that intangible resources like knowledge and skills are central to economic exchange. His ideas help businesses understand how to foster customer engagement, innovation, and long-term success by prioritizing service and collaboration rather than just transactional sales.