For his long term contributions to and support of service research and education. His leadership of the Service Research Center (CTF) at Karlstad University, Sweden, has been and will be a major and global driver of the field.

For her constant enthusiasm to try new ways of understanding the complexity of marketing and her activities to connect Latin America with Europe and other parts of the world

For his long career as a scholar and consultant, where he has not only shown ability to conceptualize management and service but also to work closely with companies to implement changes, and for his continued support of S-D logic and the Naples Forum on Service.