Robert Lusch
Title: 
Professor

Robert F. Lusch is Professor of Marketing, Pamela and James Muzzy Chair in Entrepreneurship, and Executive Director of the McGuire Center for Entrepreneurship at the University of Arizona. At the University of Arizona, he also holds appointments in Philosophy and Sociology. He formerly served as Dean of the College of Business Administration at the University of Oklahoma and at the M.J. Neely School of Business at Texas Christian University.  Professor Lusch is an active scholar in the field of marketing strategy, services marketing, and marketing theory. He is a past editor of the oldest scholarly journal in marketing, the Journal of Marketing. He has authored or coauthored 20 books and over 150 articles. His current research is focused on service-dominant logic and service ecosystems. Cambridge University Press recently published his book (with Vargo), Service-Dominant Logic: Premises, Prospects and Promises, in 2014.  Cengage Learning published in 2014 the 8th edition of Retailing (with Dunne and Carver).  

Robert Lusch has expertise in strategic planning, financial analysis and control, information systems and supply chain management. He has consulted in a variety of industries that include firms such as Adolph Coors, Arvest Banks, Citicorp, Fleming Companies, Ford Motor Company, Heartland Capital, Household Finance, Medi-Center, Orthopedic Biosystems, Peripheral Enhancements, Radio Shack, True-Value, Winns Stores and others. He has also been active in private equity and venture capital and has been actively involved in the strategic growth plans of three firms that rose to the INC 500. For his contributions to industry he has been honored with the Hardware Service Industry Award from the National Retail Hardware Association and the Lybrands Bronze Medal from the National Association of Accountants.  

Robert is the past Chairperson of the American Marketing Association, the largest association of marketing professionals and educators. He currently serves as Vice President of Publications for the AMA. In 2013 the AMA awarded him with its most prestigious award for marketing scholars: The AMA/Irwin Distinguished Educator Award.  Previously the Academy of Marketing Science awarded him their Distinguished Marketing Educator Award (1997).  

 

 

 

Books Authored by Robert Lusch

cover
Every species has its tools for survival. To say "no man is an island" is to say that without trade, we would live... Read more
Book Cover
In 2004, Robert F. Lusch and Stephen L. Vargo published their groundbreaking article on the evolution of marketing theory... Read more

Multimedia Textbooks by Robert Lusch

cover

In this book, Cathleen Johnson, Robert Lusch, and David Schmidtz discuss the connections between the ethical, economic, and entrepreneurial dimensions of a life well-lived.

The ethical question is: how do people have to live in order to make the world a better place with them than without...

cover

In this book, Cathleen Johnson, Robert Lusch, and David Schmidtz discuss the connections between the ethical, economic, and entrepreneurial dimensions of a life well-lived.

The ethical question is: how do people have to live in order to make the world a better place with them than without...

Research Papers by Robert Lusch

Videos by Robert Lusch

Title

Service-Dominant Logic

Most social marketing efforts are grounded on an outmoded goods-dominant logic of economic exchange. Marketing is evolving to a service-dominant logic with an emphasis on value co-creation, resource...