All Stories

  1. An update of service-dominant logic: Extending the systems turn

    Article • Journal of the Academy of Marketing Science, June 2026, Springer Science + Business Media

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  2. Service-Dominant Logic in the AI Era

    Article • Journal of Service Research, March 2026, SAGE Publications

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  3. The nature and fundamental elements of digital service innovation

    Article • Journal of Service Management, October 2023, Emerald

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  4. Beyond Circularity—A Service-dominant (S-D) Logic Perspective

    Article • Circular Economy and Sustainability, February 2021, Springer Science + Business Media

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  5. Service-dominant (S-D) logic, service ecosystems and institutions: bridging theory and practice

    Article • Journal of Service Management, July 2018, Emerald

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  6. Converging on a New Theoretical Foundation for Selling

    Article • Journal of Marketing, March 2018, American Marketing Association (AMA)

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  7. Conceptualizing Value: A Service-ecosystem View

    Article • Journal of Creating Value, October 2017, SAGE Publications

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  8. A systems perspective on markets – Toward a research agenda

    Article • Journal of Business Research, October 2017, Elsevier

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  9. Triads

    Article • Marketing Theory, May 2017, SAGE Publications

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  10. Business models as service strategy

    Article • Journal of the Academy of Marketing Science, April 2017, Springer Science + Business Media

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  11. Service-dominant logic 2025

    Article • International Journal of Research in Marketing, March 2017, Elsevier

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  12. Institutional Complexity as a Driver for Innovation in Service Ecosystems

    Article • Service Science, September 2016, INFORMS

    Kaisa Koskela-Huotari, Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  13. Fostering a trans-disciplinary perspectives of service ecosystems

    Article • Journal of Business Research, August 2016, Elsevier

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo, Professor Anders Gustafsson

  14. Call for Papers—Service ScienceSpecial Issue: Service-Dominant Logic: Institutions, Service Ecosystems, and Technology

    Article • Service Science, June 2016, INFORMS

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  15. Institutions as resource context

    Article • Journal of Service Theory and Practice, March 2016, Emerald

    Kaisa Koskela-Huotari, Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  16. A service perspective

    Article • Organizational Dynamics, January 2016, Elsevier

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  17. Designing Institutional Complexity to Enable Innovation in Service Ecosystems

    Article • January 2016, Institute of Electrical & Electronics Engineers (IEEE)

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  18. Emerging Digital Frontiers for Service Innovation

    Article • Communications of the Association for Information Systems, January 2016, Association for Information Systems

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  19. Market (Re)creation Through Innovation and Entrepreneurship

    Article • January 2016, Springer Science + Business Media

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  20. Zooming Out and Zooming In: Service Ecosystems as Venues for Collaborative Innovation

    Article • January 2016, Springer Science + Business Media

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  21. Extending actor participation in value creation: an institutional view

    Article • Journal of Strategic Marketing, December 2015, Taylor & Francis

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  22. Extending the context of service: from encounters to ecosystems

    Article • Journal of Services Marketing, September 2015, Emerald

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  23. Institutions and axioms: an extension and update of service-dominant logic

    Article • Journal of the Academy of Marketing Science, July 2015, Springer Science + Business Media

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  24. The context of experience

    Article • Journal of Service Management, April 2015, Emerald

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  25. Conceptual Framework for a Service-Ecosystems Approach to Project Management

    Article • January 2015, Institute of Electrical & Electronics Engineers (IEEE)

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  26. Innovation through institutionalization: A service ecosystems perspective

    Article • Industrial Marketing Management, January 2015, Elsevier

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  27. Service Innovation in the Digital Age: Key Contributions and Future Directions

    Article • MIS Quarterly, January 2015, MIS Quarterly

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  28. A Service Lens on Value Creation: Marketing's Role in Achieving Strategic Advantage

    Article • California Management Review, November 2014, SAGE Publications

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  29. Symbols in Value Co-creation

    Article • Marketing Theory, May 2014, SAGE Publications

    Dr Yuri Seo, Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo, Paul P Maglio

  30. Inversions of service-dominant logic

    Article • Marketing Theory, May 2014, SAGE Publications

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  31. The supply chain management of shopper marketing as viewed through a service ecosystem lens

    Article • International Journal of Physical Distribution, March 2014, Emerald

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  32. Reconciling Resource Integration and Value Propositions -- The Dynamics of Value Co-creation

    Article • January 2014, Institute of Electrical & Electronics Engineers (IEEE)

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  33. The Co-Creation of Value-in-Cultural-Context

    Article • December 2013, Emerald

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  34. The Complexity of Context: A Service Ecosystems Approach for International Marketing

    Article • Journal of International Marketing, December 2013, SAGE Publications

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  35. Technology as an operant resource in service (eco)systems

    Article • Information Systems and e-Business Management, May 2013, Springer Science + Business Media

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  36. Value Cocreation and Service Systems (Re)Formation: A Service Ecosystems View

    Article • Service Science, September 2012, INFORMS

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  37. Toward a Service (Eco)Systems Perspective on Value Creation

    Article • International Journal of Service Science Management Engineering and Technology, July 2012, IGI Global

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  38. The forum on markets and marketing (FMM)

    Article • Marketing Theory, June 2012, SAGE Publications

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  39. Health Care Customer Value Cocreation Practice Styles

    Article • Journal of Service Research, May 2012, SAGE Publications

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  40. An Exploration of Networks in Value Cocreation: A Service-Ecosystems View

    Article • January 2012, Emerald

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  41. The Nature and Understanding of Value: A Service-Dominant Logic Perspective

    Article • January 2012, Emerald

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  42. Service‐dominant logic: a necessary step

    Article • European Journal of Marketing, July 2011, Emerald

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  43. Stepping aside and moving on: a rejoinder to a rejoinder

    Article • European Journal of Marketing, July 2011, Emerald

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  44. From Micro to Macro: Stakeholders and Institutions

    Article • Journal of Macromarketing, March 2011, SAGE Publications

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  45. Contextualization and value-in-context: How context frames exchange

    Article • Marketing Theory, March 2011, SAGE Publications

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  46. On marketing theory and service-dominant logic: Connecting some dots

    Article • Marketing Theory, March 2011, SAGE Publications

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  47. Market systems, stakeholders and value propositions

    Article • European Journal of Marketing, February 2011, Emerald

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  48. It's all B2B…and beyond: Toward a systems perspective of the market

    Article • Industrial Marketing Management, February 2011, Elsevier

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  49. Practices, systems, and meaning-making: An introduction to the special section on markets and marketing

    Article • Australasian Marketing Journal, November 2010, Elsevier

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  50. “Relationship” in Transition: An Introduction to the Special Issue on Relationship and Service-Dominant Logic

    Article • Journal of business market management, October 2010, Springer Science + Business Media

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  51. Advancing Service Scienceservice science with Service-Dominant Logicservice-dominant logic

    Article • January 2010, Springer Science + Business Media

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  52. Toward a transcending conceptualization of relationship: a service‐dominant logic perspective

    Article • Journal of Business and Industrial Marketing, June 2009, Emerald

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  53. The evolving brand logic: a service-dominant logic perspective

    Article • Journal of the Academy of Marketing Science, April 2009, Springer Science + Business Media

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  54. Service, value networks and learning

    Article • Journal of the Academy of Marketing Science, January 2009, Springer Science + Business Media

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo, Prof Mohan Tanniru

  55. The service system is the basic abstraction of service science

    Article • Information Systems and e-Business Management, January 2009, Springer Science + Business Media

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  56. Customer Integration and Value Creation

    Article • Journal of Service Research, October 2008, SAGE Publications

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  57. On value and value co-creation: A service systems and service logic perspective

    Article • European Management Journal, June 2008, Elsevier

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  58. From goods to service(s): Divergences and convergences of logics

    Article • Industrial Marketing Management, May 2008, Elsevier

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  59. A Service logic for Service Science

    Article • January 2008, Springer Science + Business Media

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  60. The Service-Dominant Mindset

    Article • January 2008, Springer Science + Business Media

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  61. Toward a conceptual foundation for service science: Contributions from service-dominant logic

    Article • IBM Systems Journal, January 2008, IBM

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  62. Towards an alternative logic for electronic customer relationship management

    Article • International Journal of Business Environment, January 2008, Inderscience Publishers

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  63. Why “service”?

    Article • Journal of the Academy of Marketing Science, August 2007, Springer Science + Business Media

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  64. Service-dominant logic: continuing the evolution

    Article • Journal of the Academy of Marketing Science, August 2007, Springer Science + Business Media

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  65. Reconfiguration of the conceptual landscape: a tribute to the service logic of Richard Normann

    Article • Journal of the Academy of Marketing Science, July 2007, Springer Science + Business Media

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  66. Competing through service: Insights from service-dominant logic

    Article • Journal of Retailing, January 2007, Elsevier

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  67. On A Theory of Markets and Marketing: From Positively Normative to Normatively Positive

    Article • Australasian Marketing Journal, January 2007, Elsevier

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  68. Paradigms, Pluralisms, and Peripheries: On the Assessment of the S-D Logic

    Article • Australasian Marketing Journal, January 2007, Elsevier

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  69. Marketing as Service-Exchange:

    Article • Organizational Dynamics, January 2006, Elsevier

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  70. Services in Society and Academic Thought: An Historical Analysis

    Article • Journal of Macromarketing, June 2005, SAGE Publications

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  71. The Four Service Marketing Myths

    Article • Journal of Service Research, May 2004, SAGE Publications

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  72. Evolving to a New Dominant Logic for Marketing

    Article • Journal of Marketing, January 2004, SAGE Publications

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  73. Letters to the editor

    Article • Community Dentistry And Oral Epidemiology, December 1997, Wiley

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  74. Rethinking the roles of marketing and operations: a service-ecosystems view

    Article • Edward Elgar Publishing

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  75. Gaining Competitive Advantage with Service-Dominant Logic

    Article • Edward Elgar Publishing

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  76. Service-Dominant Logic

    Article • IGI Global

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo

  77. Service-Dominant Logic Foundations of E-Novation

    Article • IGI Global

    Siegfried Centennial Chair of Marketing and Supply Chain Stephen L Vargo