COLLEGE DIRECTORY       :      VISIT ELLER      :      LOG IN 
The University of Arizona | Eller College of Management The University of Arizona Eller College of Management
Eller College Home > Department of Marketing > Faculty and Research > Robert Lusch

Robert Lusch

Professor Robert Lusch

Contact Info and Links

Contact Information

Curriculum Vitae

Professor of Marketing
James and Pamela Muzzy Chair in Entrepreneurship
McGuire Center for Entrepreneurship Executive Director

Professor of Sociology
Professor of Philosophy

  • Ph.D. in Business Administration with Marketing and Accounting Emphasis, University of Wisconsin-Madison, 1975

Teaching Interests

  • Undergraduate:
    MTG 480 & 480H - Marketing Resarch for Entrepreneurs
  • Doctoral:
    MKTG 696a - Perspectives and Principles of Research Marketing
  • Honors Faculty Fellow

Research Interests

  • Entrepreneurship
  • Marketing Strategy
  • Complex Adaptive Systems
  • Marketing Channels
  • Marketing and Organizational Performance
  • Service Dominant Logic of Marketing
  • Retailing
  • Innovation in Society

Publications and Working Papers

  • Chandler, Jennifer D. and Robert F. Lusch, "Service Systems: A Broadened Framework and Research Agenda on Value Propositions, Engagement and Service Experience," Journal of Service Research (2015), 18 (1): 6-22.
  • Lusch, Robert F. and Satish Nambisan, "Service Innovation: A Service-Dominant (S-D) Logic Perspective," Management Information Systems Quarterly, (2015), Volume 39, Issue 1: pp. 155-175.
  • Bettencourt, Lance, Robert F. Lusch and Stephen L. Vargo, "A Service Lens on Value Creation: Marketing's Role in Achieving Strategic Advantage," California Management Review, (2014): 57(Fall), 44-66.
  • Webster Jr. , Frederick E. and Robert F. Lusch, "Elevating Marketing: Marketing is Dead! Long live Marketing!," Journal of the Acadmey of Marketing Science 41, (2013): 389-399.
  • Lusch, Robert F., James R. Brown, and Matthew O'Brien, "Protecting Relational Assets: A Pre and Post Field Study of a Horizontal Business Combination," Journal of the Academy of Marketing Science (2011), Volume 39, Issue 2: pp. 175-197.
  • Lusch, Robert F. and Frederick Webster, "A Stakeholder-Unifying, Cocreation Philosophy for Marketing," Journal of Macromarketing (2011), Volume 31, June: pp. 129-134.
  • Zacharia, Zach G., Nancy Nix, and Robert F. Lusch, "Capabilities that Enhance Outcomes of an Episodic Supply Chain Collaboration," Journal of Operations Management (2011), Volume 29, September: pp. 591-603.
  • Lusch, Robert, Stephen Vargo, Mohan Tanniru, "Service, Value Networks and Learning," Journal of the Academy of Marketing Science (2010) Volume 38, Issue 1: pp. 15-31.
  • Ying, Liu, Sudha Ram, Robert Lusch, Michael Brusco, "Multicriterion Market Segmentation: A New Model, Implementation, and Evaluation" Marketing Science (2010) Volume 29, Issue 5: pp. 880-894.
  • Stephen L. Vargo and Robert F. Lusch, “Service-Dominant Logic: Continuing the Evolution,”Journal of the Academy of Marketing Science 36(Spring 2008), 1-10.
  • David Griffith and Robert F. Lusch (2007) "Why Do Marketers Accumulate Less Easily Transferable Capital?" Journal of Marketing.
  • For additional papers see CV

Professional Associations

  • American Marketing Association
  • Academy of Marketing Science


  • AMA Fellow Award (2015)
  • AMA/Irwin/McGraw-Hill Distinguished Marketing Educator Award (2013)
  • Sheth Foundation/AMA Journal of Marketing Award (2010)
  • American Marketing Association IOSIG award (2009)
  • Marketing Management Association, Innovative Contributions to Marketing Career Award (2006).
  • American Marketing Association Harold H. Maynard Award for Most Significant Theoretical Contribution in Marketing (1996, 2004)
  • Louis W. Stern Award, American Marketing Association (2002)
  • University Distinguished Professorship, Texas Christian University (2000)
  • American Marketing Association Doctoral Consortium Faculty (1979, 1987, 1988, 1993, 1996, 1997, 1998, 2009, 2010)
  • Academy of Marketing Science Distinguished Marketing Educator Award (1997)
  • George Lynn Cross Research Professorship, University of Oklahoma (1996)
  • Helen Robson Walton Chair in Marketing, University of Oklahoma (1992)
  • Honored Inductee, Beta Gamma Sigma (1988)
  • Lybrands Bronze Medal, National Association of Accountants (1979)
  • American Marketing Association Doctoral Consortium Fellow (1973)