Professors Robert F. Lusch

Evert Gummesson Outstanding Research Award

established by
presented to

Robert F. Lusch

“For co-creating, with Stephen L. Vargo, service-dominant (S-D) logic as a synthesis of extant and new service knowledge, adding momentum to service research and keeping an open code thus stimulating scholars world-wide to contribute to the generation of higher level service theory.”


Robert F. Lusch (second from the right) is Professor Marketing in the Eller College of Management at the University of Arizona; (Ph.D., University of Wisconsin — Madison) he is the executive director of the McGuire Center for Entrepreneurship, and holds the James and Pamela Muzzy Chair in Entrepreneurship, at the University of Arizona in Tucson. His research interests include service marketing, retail strategy, inter-organizational management and marketing theory. Currently, he is working on the development of theoretical foundations for a service-dominant logic system for marketing. Dr. Lusch is the past editor of the Journal of Marketing, and twice has won the AMA Harold Maynard Award for theoretical contributions in marketing published in that journal (1996, 2004).