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Robert F. Lusch

Researcher at University of Arizona

Publications -  182
Citations -  47425

Robert F. Lusch is an academic researcher from University of Arizona. The author has contributed to research in topics: Service-dominant logic & Service (business). The author has an hindex of 64, co-authored 180 publications receiving 43021 citations. Previous affiliations of Robert F. Lusch include University of Oklahoma & Arizona State University.

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Evolving to a New Dominant Logic for Marketing

TL;DR: The authors argue that service provision rather than goods is fundamental to economic exchange and argue that the new perspectives are converging to form a new dominant logic for marketing, one in which service provision is fundamental for economic exchange.
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Service-dominant logic: continuing the evolution

TL;DR: This article highlights and clarifies the salient issues associated with S-D logic and updates the original foundational premises (FPs) and adds an FP.
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Institutions and axioms: an extension and update of service-dominant logic

TL;DR: In this paper, an eleventh foundational premise (fifth axiom) is introduced, focusing on the role of institutions and institutional arrangements in systems of value cocreation: service ecosystems.
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Service-dominant logic: reactions, reflections and refinements

TL;DR: In this paper, the authors invite and welcome both elaborative and non-explorative service-dominant (S-D) logic to be used in S-D logic.
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Competing through service: Insights from service-dominant logic

TL;DR: In this article, the authors propose a service-dominant logic (S-D) for marketing and compare it with G-D to provide a framework for thinking more clearly about the concept of service and its role in exchange.