Prof. Robert Lusch
Bob Lusch is James and Pamela Muzzy Chair in Entrepreneurship and Executive Director at McGuire Center for Entrepreneurship. Bob is Professor of Marketing, at the University of Arizona business school. Bob has 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