Shidler Distinguished Professor of Marketing Stephen L Vargo
University of Hawaii at Manoa
Professor, Business & Management
United States
My co-authors include
Kaisa Koskela-Huotari
Paul P Maglio
Dr Yuri Seo
Find me at
My Publications
Service-dominant (S-D) logic, service ecosystems and institutions: bridging theory and ...
Journal of Service Management
July 2018
Converging on a New Theoretical Foundation for Selling
Journal of Marketing
March 2018
Conceptualizing Value: A Service-ecosystem View
Journal of Creating Value
October 2017
A systems perspective on markets – Toward a research agenda
Journal of Business Research
October 2017
Triads
Marketing Theory
May 2017
Business models as service strategy
Journal of the Academy of Marketing Science
April 2017
Service-dominant logic 2025
International Journal of Research in Marketing
March 2017
Institutional Complexity as a Driver for Innovation in Service Ecosystems
Service Science
September 2016
Fostering a trans-disciplinary perspectives of service ecosystems
Journal of Business Research
August 2016
Call for Papers—Service ScienceSpecial Issue: Service-Dominant Logic: Institutions, Ser...
Service Science
June 2016
Institutions as resource context
Journal of Service Theory and Practice
March 2016
A service perspective
Organizational Dynamics
January 2016
Designing Institutional Complexity to Enable Innovation in Service Ecosystems
January 2016
Emerging Digital Frontiers for Service Innovation
Communications of the Association for Information Systems
January 2016
Market (Re)creation Through Innovation and Entrepreneurship
January 2016
Zooming Out and Zooming In: Service Ecosystems as Venues for Collaborative Innovation
January 2016
Extending actor participation in value creation: an institutional view
Journal of Strategic Marketing
December 2015
Extending the context of service: from encounters to ecosystems
Journal of Services Marketing
September 2015
Institutions and axioms: an extension and update of service-dominant logic
Journal of the Academy of Marketing Science
July 2015
The context of experience
Journal of Service Management
April 2015
Conceptual Framework for a Service-Ecosystems Approach to Project Management
January 2015
Innovation through institutionalization: A service ecosystems perspective
Industrial Marketing Management
January 2015
Service Innovation in the Digital Age: Key Contributions and Future Directions
MIS Quarterly
January 2015
Symbols in Value Co-creation
Marketing Theory
May 2014
The supply chain management of shopper marketing as viewed through a service ecosystem ...
International Journal of Physical Distribution & Logistics Management
March 2014
Value Cocreation and Service Systems (Re)Formation: A Service Ecosystems View
Service Science
September 2012
Toward a Service (Eco)Systems Perspective on Value Creation
International Journal of Service Science Management Engineering and Technology
July 2012
The Nature and Understanding of Value: A Service-Dominant Logic Perspective
January 2012
Service‐dominant logic: a necessary step
European Journal of Marketing
July 2011
Stepping aside and moving on: a rejoinder to a rejoinder
European Journal of Marketing
July 2011
Market systems, stakeholders and value propositions
European Journal of Marketing
February 2011
It's all B2B…and beyond: Toward a systems perspective of the market
Industrial Marketing Management
February 2011
Practices, systems, and meaning-making: An introduction to the special section on marke...
Australasian Marketing Journal (AMJ)
November 2010
“Relationship” in Transition: An Introduction to the Special Issue on Relationship and ...
Journal of business market management
October 2010
Toward a transcending conceptualization of relationship: a service‐dominant logic persp...
Journal of Business and Industrial Marketing
June 2009
The evolving brand logic: a service-dominant logic perspective
Journal of the Academy of Marketing Science
April 2009
Service, value networks and learning
Journal of the Academy of Marketing Science
January 2009
The service system is the basic abstraction of service science
Information Systems and e-Business Management
January 2009
On value and value co-creation: A service systems and service logic perspective
European Management Journal
June 2008
From goods to service(s): Divergences and convergences of logics
Industrial Marketing Management
May 2008
The Service-Dominant Mindset
January 2008
Toward a conceptual foundation for service science: Contributions from service-dominant...
IBM Systems Journal
January 2008
Towards an alternative logic for electronic customer relationship management
International Journal of Business Environment
January 2008
Why “service”?
Journal of the Academy of Marketing Science
August 2007
Competing through service: Insights from service-dominant logic
Journal of Retailing
January 2007
On A Theory of Markets and Marketing: From Positively Normative to Normatively Positive
Australasian Marketing Journal (AMJ)
January 2007
Paradigms, Pluralisms, and Peripheries: On the Assessment of the S-D Logic
Australasian Marketing Journal (AMJ)
January 2007
Marketing as Service-Exchange:
Organizational Dynamics
January 2006
Services in Society and Academic Thought: An Historical Analysis
Journal of Macromarketing
June 2005
The Four Service Marketing Myths
Journal of Service Research
May 2004
Evolving to a New Dominant Logic for Marketing
Journal of Marketing
January 2004
Letters to the editor
Community Dentistry And Oral Epidemiology
December 1997
Gaining Competitive Advantage with Service-Dominant Logic
