S-D Logic Award

The S-D Logic Award was established by Robert Lusch and Stephen Vargo to recognize the contributions of individuals that have worked to advance the theory and practice of S-D Logic.

Robert F. Lusch

Robert F. Lusch (Born 1949) was an American business professor and Professor of Marketing at the University of Arizona business school.

Robert Lusch graduated with his PhD from the University of Wisconsin-Madison in 1975 and started his academic career at the University of Oklahoma. After working at the University of Oklahoma for 26 years, including 5 years as the Dean of its business school (1987 to 1992), Lusch became the Dean of the M.J. Neeley School of Business at Texas Christian University in 2000. By that time, Lusch had written 14 books and published 150 articles in a variety of professional journals.[5] Lusch's research has been published in the Journal of Marketing, Journal of Consumer Research, Journal of Marketing Research, Marketing Science, Journal of Retailing, Accounting, Organizations and Society, Sloan Management Review, Organizational Dynamics, IEEE Intelligent Systems, Journal of Operations Management, IBM Systems Journal, and Behavioral Science.[citation needed]

In 2004, Lusch became the head of the “marketing department at the University of Arizona's business school."[6] Lusch served as the Executive Director of the McGuire Center for Entrepreneurship at the University of Arizona and holds the James and Pamela Muzzy Chair in Entrepreneurship. Professor Lusch has served as Vice President of Education, Vice President of Finance, Vice President of Publications, Chairperson of the American Marketing Association, and trustee of the American Marketing Association Foundation. He has advised and consulted with Adolph Coors, Arvest Bank, Cotter & Company, Household Finance, Ford Motor Company, Fleming Companies, National Association of Wholesalers, National Retail Hardware Association, Retail Floor Covering Institute, TG&Y, True Value, and Winn's Stores.

Stephen L. Vargo is a Shidler Distinguished Professor and Professor of Marketing at the University of Hawai’i at Manoa. He has an MS degree in social psychology and a PhD in Marketing. He has held visiting positions at the University of Maryland, College Park the University of California, Riverside, University of Cambridge, the University of Auckland, and Karlstad University. Prior to entering academics, he had a career in entrepreneurial business and has consulted for a variety of major national, regional, and local corporations and governmental agencies.

Vargo’s primary areas of research are marketing theory and thought, service dominant logic (marketing), and consumers’ evaluative reference scales. He has had articles published in the Journal of Marketing, the Journal of the Academy of Marketing Science, the Journal of Service Research, the Journal of Retailing, the Journal of Macromarketing, and other major marketing journals and books, including, The Service Dominant Logic of Marketing: Dialog, Debate, and Directions, and The Sage Handbook on Service-Dominant Logic, which he co-edited and Service-Dominant Logic: Premises, Perspectives, Possibilities, which he coauthored..

Stephen L. Vargo

S-D Logic award