Martedì 29 maggio 2018 alle 12 nell'aula G5 presso il Dipartimento di Economia Management ed Istituzione nel complesso di Monte S. Angelo, Stephen Vargo, laurea in sociologia e dottorato in Marketing, docente di marketing all'Universita delle Hawaii, spiegherà il nuovo significato dato al termine "servizio": non più mero output di processo sequenziale che va dal fornitore, unico creatore di valore, al consumatore, ma di fornitura di risorse rivolte ad un beneficiario che lo integra con altre risorse di mercato, pubbliche e private, generando un processo di co-creazione del valore.

La lezione verrà introdotta dai professori dell'Ateneo federiciano Paolo stampacchia e Cristina Mele.
 

Stephen L. Vargo is a Shidler Distinguished Professor and Professor of Marketing at the University of Hawaii at Manoa. He has held visiting positions at many University, among which the University of Maryland, the University of Auckland and CTF Service Research Center, Karlstad, Sweden. He is research fellow at Judge Business School, University of Cambridge.

His primary research areas are marketing theory and thought and consumers' evaluative reference scales. Professor Vargo has been awarded the Harold H. Maynard Award by the American Marketing Association. His 2004 article with Robert Lusch in the Journal of Marketing, "Evolving to a New Dominant Logic for Marketing," is the most-cited marketing article published in the last 10 years.

Stephen Vargo have been awarded by the American Marketing Association for "significant contribution to marketing theory and thought." 

Thomson-Reuters inserted Prof. Vargo in "The World's Most Influential Scientific Minds".

He is the founder of Service-Dominant (S-D) Logic.  Service-Dominant (S-D) Logic is a mindset for a unified understanding of the purpose and nature of organizations, markets and society.  The foundational proposition of S-D logic is that organizations, markets, and society are fundamentally concerned with exchange of service—the applications of competences (knowledge and skills) for the benefit of a party. That is, service is exchanged for service; all firms are service firms; all markets are centered on the exchange of service, and all economies and societies are service based.