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Eller College Home > Department of Marketing > Faculty and Research > Robert Lusch
Marketing

Robert Lusch

Professor Robert Lusch

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Contact Information

Curriculum Vitae

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

  • 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

  • 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.
  • Stephen L. Vargo and Robert F. Lusch (2004) "Evolving to a New Dominant Logic of Marketing" Journal of Marketing.
  • For additional papers see CV

Professional Associations

  • American Marketing Association
  • Academy of Marketing Science

Awards

  • 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)