Late Prof. Robert Lusch
Bob Lusch was James and Pamela Muzzy Chair in Entrepreneurship and Executive Director at McGuire Center for Entrepreneurship. Bob was Professor of Marketing, at the University of Arizona business school. Bob had a Ph.D. University of Wisconsin-Madison in Business Administration; prior Chairperson of the American Marketing Association and prior editor of the Journal of Marketing.
Bob’s seminal work can be found on his website – Service Dominant Logic