Service Value Co-Creation

Ramaswamy, Pralahad (2004), The future of competition, Harvard Business Press

Ramaswamy, (2014); The co-creation Paradigm; Stanford Business Books


Service Value Systems

Nathaniel N. Hartmann, Heiko Wieland, Stephen L. Vargo (2018), "Converging on a New Theoretical Foundation for Selling," Journal of Marketing

Heiko Wieland, Nathaniel N. Hartmann, Stephen L. Vargo (2017), "Business models as service strategy," Journal of the Academy of Marketing Science

Stephen L. Vargo, Melissa Archpru Akaka, Claudia M. Vaughan (2017), "Conceptualizing Value: A Service-ecosystem View," Journal of Creating Value

Jaakko Siltaloppi, Stephen L. Vargo (2017), "Triads: A review and analytical framework," Marketing Theory

Stephen L. Vargo, Robert F. Lusch (2017), "Service-dominant logic 2025," International Journal of Research in Marketing

Jaakko Siltaloppi, Kaisa Koskela-Huotari, Stephen L. Vargo (2016), "Institutional Complexity as a Driver for Innovation in
Service Ecosystems," Service Science

Kaisa Koskela-Huotari Stephen L. Vargo (2016), "Institutions as resource context," Journal of Service Theory and Practice

Keith A. Joiner, Robert F. Lusch (2016), "Evolving to a new service-dominant logic for health care," Innovation and Entrepreneurship in Health

Stephen L. Vargo, Robert F. Lusch (2016), "Institutions and axioms: an extension and update
of service-dominant logic," Journal of the Academy of Marketing Science

Charles R. Greer, Robert F. Lusch, Stephen L. Vargo (2016), "A service perspective: Key managerial insights from service-dominant (S-D) logic," Organizational Dynamics

Stephen L. Vargo, Heiko Wieland, Melissa Archpru Akaka (2015), "Innovation through institutionalization: A service
ecosystems perspective," Industrial Marketing Management

Robert F. Lusch, Satish Nambisan, "Service Innovation: A Service-Dominant Logic Perspective," MIS Quarterly

Michael Barrett, Elizabeth Davidson, Jaideep Prabhu, Stephen L. Vargo (2015), "Service Innovation in the Digital Age: Key Contributions and Future Direction," MIS Quarterly

Heiko Wieland, Kaisa Koskela-Huotari & Stephen L. Vargo (2015), "Extending actor participation in value creation: an institutional view," Journal of Strategic Marketing

Melissa Archpru Akaka Stephen L. Vargo (2015), "Extending the context of service: from encounters to ecosystems," Journal of Services Marketing

Jennifer D. Chandler and Robert F. Lusch (2015), "Service Systems: A Broadened Framework
and Research Agenda on Value Propositions, Engagement, and Service Experience," Journal of Service Research

Helge Löbler, Robert F. Lusch (2014), "Signs and Practices as Resources in
IT-Related Service Innovation," Service Science

Lance Bettencourt, Robert F. Lusch, Stephen L. Vargo (2014), "A Service Lens on Value
Creation: Marketing's Role in Achieving Strategic Advantage," California Management Review

Melissa Archpru Akaka, Hope Jensen Schau, Stephen L. Vargo (2013), "The co-creation of value-in-cultural-context," Consumer Culture Theory

Melissa Archpru Akaka, Stephen L. Vargo, and Robert F. Lusch (2013), "The Complexity of Context: A Service Ecosystems Approach for International Marketing," Journal of International Marketing

Melissa Archpru Akaka and Stephen L. Vargo (2013), "Technology as an Operant Resource in Service (Eco)Systems," Information Systems and e-Business Management, (in press; available on Springerlink)

Robert F. Lusch, James C. Spohrer, "Evolving service for a complex, resilient, and sustainable world," Journal of Marketing Management

Stephen L. Vargo and Melissa Archpru Akaka (2012), "Value Co-creation and Service Systems (Re)formation: A Service Ecosystems View," INFORMS Service Science 4 (3), 207-17

Robert Lusch and Christopher Wu (2012), "A Service Science Perspective on Higher Education"
Center for American Progress

Janet R. McColl-Kennedy, Stephen L. Vargo, Tracey S. Dagger, Jillian C. Sweeney and Yasmin van Kasteren (2012),
"Health Care Customer Value Cocreation Practice Styles," Journal of Service Research 15, 4: 370-389 – the lead article in the November issue of the journal
Finalist for best paper of the year in JSR

Matthew M. Mars, Judith L. Bronstein, Robert F. Lusch (2012),  "The value of a metaphor: Organizations and ecosystems," Organizational Dynamics  41, 271—280

Robert F. Lusch and Stephen L.Vargo (2012), "The forum on markets and marketing (FMM) : Advancing service-dominant logic," Marketing Theory 12: 193

Wieland, Polese, Vargo, and Lusch (2012), "Toward a Service (Eco)Systems Perspective on Value Creation,"
International Journal of Service Science, Management, Engineering, and Technology, 3(3)

Stephen L. Vargo (2011), "From Micro to Macro: Stakeholders and Institutions, " Journal of Macromarketing 31: 125

Stephen L. Vargo (2011), "Market systems, stakeholders and value propositions: Toward a service-dominant logic-based theory of the market," European Journal of Marketing

Stephen L. Vargo (2011), "On marketing theory and service-dominant logic: Connecting some dots,"
Marketing Theory 11: 3

Lusch, Robert F. (2011), "Reframing Supply-Chain Management: A Service-Dominant Logic Perspective,"
Journal of Supply Chain Management 47 (1), 14-18

Lusch, Robert F., and Frederick E. Webster Jr. (2011), "A Stakeholder-Unifying, Cocreation Philosophy of Marketing,"
Journal of Macromarketing 31 (2), 129-134

Vargo, Stephen L., and Robert F. Lusch (2011), "It's all B2B...and beyond: Toward a systems perspective of the market," Industrial Marketing Management 40, 181-187

Chandler, Jennifer D., and Stephen L. Vargo (2011), "Contextualization and value-in-context: How context frames exchange," Marketing Theory 11(1), 35-49

Vargo, Stephen L., and Robert F. Lusch (2011), "Stepping aside and moving on: a rejoinder to a rejoinder,"
European Journal of Marketing 45 (7/8), 1319-1321

Lusch, Robert F., and Stephen L. Vargo (2011), "Service-dominant logic: a necessary step,"
European Journal of Marketing 45 (7/8), 1298-1309

Vargo, Stephen L. (2011), "Market systems, stakeholders and value propositions: Toward a service-dominant logic-based theory on the market," European Journal of Marketing 45(1/2), 217-222

Vargo, Stephen L. (2010), "Practices, systems, and meaning-making: An introduction to the special section on markets and marketing," Australasian Marketing Journal 18, 233-235

Vargo, Stephen L., and Robert F. Lusch (2010), "Relationship" in Transition: An Introduction to the Special Issue on Relationship and Service-Dominant Logic," Journal of Business Market Management 4, 167-168

Vargo, Stephen L., and Robert F. Lusch (2010), "From Repeat Patronage to Value Co-creation in Service Ecosystems: A Transcending Conceptualization of Relationship," Journal of Business Market Management 4, 169-179

Vargo, Stephen L., Robert F. Lusch., and Melissa Archpru Akaka (2010), "Advancing Service Science with Service-Dominant Logic: Clarifications and Conceptual Development," Handbook of Service Science, Service Science: Research and Innovations in the Service Economy

Gummesson, Evert., Robert F. Lusch, and Stephen L.Vargo (2010), "Transitioning from service management to service-dominant logic: Observations and recommendations," International Journal of Quality and Service Sciences 

Lusch, Robert F. and Stephen L. Vargo (2009), "Service-Dominant Logic - A Guiding Framework for Inbound Marketing," Marketing Review St. Gallen

Lusch, Robert F., Stephen L. Vargo, and Mohan Tanniru (2010), "Service, value networks and learning,"
Journal of the Academy of Marketing Science

Vargo, Stephen L. (2009), "Toward a Transcending Conceptualization of Relationship: a Service-Dominant Logic Perspective," Journal of Business & Industry Marketing 24(5/6), 373-379

Vargo, Stephen L., Archpru Akaka (2009), "Service-Dominant Logic as a Foundation for Service Science: Clarifications,"
Service Science 1(1), 32-41

Merz, Michael A., Yi He, and Stephen L. Vargo (2009), "The evolving brand logic: a service-dominant logic perspective," Journal of the Academy of Marketing Science

Maglio, Paul P., Stephen L. Vargo, Nathan Caswell and Jim Spohrer (2009), "The service system is the basic abstraction of the service science," Information Systems and E Business Management

Lusch, Robert F. and Stephen L. Vargo (2008), "The Service-Dominant Mindset,"
Service Science, Management and Engineering, 89-96

Vargo, Stephen L. Paul P. Maglio and Melissa Archpru Akaka (2008), "On value and value co-creation: A service systems and service logic perspective," European Management Journal 26, 145-152
Most-cited article published in the European Management Journal in last five years

Vargo, Stephen L. (2008), "Customer Integration and Value Creation: Paradigmatic Traps and Perspectives,"
Journal of Service Research 11 (2), 211-215

Vargo, Stephen L. and Robert F. Lusch (2008), "Why "service ?,"
Journal of the Academy of Marketing Science 36, 25-38

Vargo, Stephen L. and Robert F. Lusch (2008), "Service-Dominant Logic: Continuing the Evolution,"
Journal of the Academy of Marketing Science 36, 1-10
Most-cited article published in the Journal of the Academy of Marketing Science in last five years

Vargo, Stephen L. and Robert F. Lusch (2008), "From good to service(s): Divergences and convergences of logics,"
Industrial Marketing Management
Most-cited article published in Industrial Marketing Management
in last five years

Michel, Stefan, Stephen L. Vargo and Robert F. Lusch (2008), "Reconfiguration of the Conceptual Landscape: A Tribute to the Service Logic of Richard Normann," Journal of the Academy of Marketing Science 36, 152-155

Lusch, Robert F. Stephen L. Vargo and Gunter Wessels (2008), "Toward a Conceptual Foundation for Service Science: Contributions from Service-Dominant Logic," IBM Systems Journal 47 (1), 5-14

Lusch, Robert F., (2007), "Marketing's Evolving Identity: Defining Our Future," Journal of Public Policy & Marketing 26 (2), 261-268

Vargo, Stephen L. (2007), "On A Theory of Markets and Marketing: From Positively Normative to Normatively Positive," Australasian Marketing Journal 15 (1), 53-60
Most-cited article published in Australasian Marketing Journal in last five years

Vargo, Stephen L. (2007), "Paradigms, Pluralisms, and Peripheries: On the Assessment of the S-D Logic," Australasian Marketing Journal 15 (1), 105-108

Lusch, Robert F. Stephen L. Vargo and Matthew O’Brien (2007), "Competing through service: Insights from service-dominant logic," Journal of Retailing, 83(1), 2-18.
Most-cited article published in Journal of Retailing since 2007 

Lusch, Robert F. (2006), "The Small and Long View," Journal of Macromarketing, 26(2), 240-244

Lusch, Robert F. and Stephen L. Vargo (2006), "The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions." Armonk, NY: M. E. Sharpe

Vargo, Stephen L. Robert F. Lusch and Fred W. Morgan, "Historical Perspectives on Service-Dominant Logic"
in The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions, Robert F. Lusch and Stephen L. Vargo eds., Armonk, M.E. Sharpe, 29-42.

Vargo, Stephen L. and Robert F. Lusch (2006), "Service-Dominant Logic: What it is, What it is not, What it might be." in The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions, Robert F. Lusch and Stephen L. Vargo eds., Armonk, M.E. Sharpe, 43-56.

Lusch, Robert F. and Stephen L. Vargo (2006), "Service-Dominant Logic as a Foundation for Building a General Theory," in The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions, Robert F. Lusch and Stephen L. Vargo eds., Armonk, M.E. Sharpe, 406-420.

 Lusch, Robert F. and Stephen L. Vargo  (2006), "Service-dominant logic: reactions, reflections and refinements," Marketing Theory, 6(3), 281–288.        
Most-cited article in the history of Marketing Theory

Lusch, Robert F. Stephen L. Vargo and Alan J. Malter (2006), "Marketing as Service-Exchange: Taking a Leadership Role in Global Marketing Management," Organizational Dynamics, 35(3), 264–278.
Most-cited article published in Organizational Dynamics in last five years

Vargo, Stephen L. and Fred W. Morgan (2005), "Services in Society and Academic Thought: A Historical Analysis." Journal of Macromarketing, 25 (1), 42-53.

Vargo, Stephen L. and Robert F. Lusch (2004), "Evolving to a new dominant logic for marketing." Journal of Marketing, 68 (January),1-17.
Most-cited article published in the Journal of Marketing since 2000
(Winner of AMA Maynard Award for Best Theoretical Contribution in Marketing)

"Invited Commentaries on 'Evolving to a New Dominant Logic for Marketing" (2004) Journal of Marketing

Vargo, Stephen L. and Robert F. Lusch (2004), "The Four Service Marketing Myths: Remnants of a Goods-Based, Manufacturing Model," Journal of Service Research, 6 (4), 324-335.
Seventh-most-cited article published in the history of the Journal of Service Research



Value Stream Mapping - Design - Optimization

LLoyd Robinson, Graham Wilson, (2019), Emily´s Rebellion, A business guide to designing better transactional services for the digital age, Technics Publication



Service Ecosystems