Stephen L. Vargo

Professor of Marketing
Shidler College Distinguished Professor

Academic Background

  • PhD, Michael F. Price College of Business Administration, University of Oklahoma, 1997
  • MS, Social Psychology, University of Oklahoma
  • BA, Psychology, University of Oklahoma
  • ABD, University of Oklahoma, Health Sciences Center, Human Ecology & Social Psychology
  • Certified Travel Counselor (CTC), The Travel Institute, Wellesley, MA

Research Interests

  • Market and Marketing Theory, Strategy, Service-Encounter Evaluation

Selected Publications


Lusch, Robert F, and Stephen L. Vargo (2014), Service-Dominant Logic: Premises, Perspectives, Possibilities, Cambridge, UK: Cambridge University Press (in press)

Lusch, Robert F. and Stephen L. Vargo (2006), The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions, Armonk, NY: M.E. Sharpe


Hartmann, Nathan, Heiko Wieland, and Stephen L. Vargo (2017), "Business Models as Service Strategy," Journal of the Academy of Marketing Science, (in press)

Vargo, Stephen L., Kaisa Koskela-Huotari, Bo Edvardsson, Steve Baron, Javier Reynosa, and, Maria Colurcio (2017), A Systems Perspective on Markets: Building a Research Agenda , Journal of Business Research, (in press)

Vargo, Stephen L. and Robert F. Lusch (2017). “Service-Dominant Logic in 2025,” International Journal of Research in Marketing, 34(1): 46-67.

Vargo, Stephen L. and Robert F. Lusch (2016), “Institutions and Axioms: An Extension and Update Of Service-Dominant Logic,” Journal of the Academy of Marketing Science, 44(1), 5-23.

Lusch, Robert F, Stephen L. Vargo, and Anders (2016), “Fostering a Transdisciplinary Perspective of Service Ecosystems,” Journal of Business Research, 69 (8), 2957-63

Barrett, Michael, Elizabeth Davidson, Jaideep Prahhu, Stephen L. Vargo, and (2015), “Service Innovation in a Digital Age: Key Contributions and Future Directions,” MIS Quarterly” 39(1), 135-54.

Vargo, Stephen L., Heiko Wieland, and Melissa A. Akaka (2015), “Institutions in Innovation: A Service Ecosystems Perspective,” Industrial Marketing Management 44 (1) 63-72.

Akaka, Melissa Archpru, Stephen L. Vargo, and Hope Jensen Schau (2015), “The Context of Experience,” Journal of Service Management, 26 (2), 207-33.

Bettencourt, Lance, Robert F. Lusch, and Stephen L. Vargo (2014) “A Service Lens on Value Creation: How Marketing Should Enable Strategic Advantage,” California Management Review, 57 (Nov).

McColl-Kennedy, Janet R., Stephen L. Vargo, Tracey S. Dagger, Jillian C. Sweeney, and Yasmin van Kasteren (2012),  "Health Care Customer Value Co-creation Practice Styles," Journal of Service Research,” 15 (Nov), 370-89.

Vargo, Stephen L. and Robert F. Lusch (2011), “It‘s all B2B and Beyond…: Toward a Systems Perspective of the Market,” Industrial Marketing Management, 40 (2), 181-187.

Lusch, Robert L., Stephen L. Vargo, and Mohan Tanniru, (2010), “Service, Value-Networks, and Learning, Journal of the Academy of Marketing Science, 38(1), 19-31.

Merz, Michael, Yi He, and Stephen L Vargo (2009), “The Evolving Brand Logic: A Service-Dominant Logic Perspective,” Journal of the Academy of Marketing Science, 37 (3), 338-44.

Vargo, Stephen L. and Robert F. Lusch (2008), "Service-Dominant Logic: Continuing the Evolution," Journal of the Academy of Marketing Science 36 (1), 1-10

Vargo, Stephen L., Paul P. Maglio, and Melissa Archpru Akaka (2008), “On Value and Value Co-Creation: A Service Systems and Service Logic Perspective,” European Management Journal, 26(3), 145-52

Vargo, Stephen L. and Robert F. Lusch, (2004), “The Four Services Marketing Myths: Remnants from a Manufacturing Model,” Journal of Service Research, (May), 324-35

Vargo, Stephen L. and Robert F. Lusch, (2004) “Evolving to a New Dominant Logic for Marketing,” Journal of Marketing, 68 (January), 1-17.


Marketing Management and Strategy, Marketing Theory and Thought, Service Marketing, Principles of Marketing, Research Methods, Consumer Behavior



  • THOMPSON-REUTERS “WORLD’S MOST INFUENCIAL SCIENTIFIC MINDS” – Most Highly Cited Researchers (Top 1%) -- in Business and Economics, 2014, 2015, &2016
  • AMA/Sheth Foundation Award, for long-term contribution to the field of marketing
  • FELLOW, International Society of Service Innovation Professionals, 2014
  • INTERNATIONAL FELLOW, Center for Relationship Marketing and Service Management (CERS), Hanken School of Economics, Helsinki.
  • INTERNATION FELLOW, CTF Service Research Center, University of Karlstad, Sweden, awarded for “long term and significant contributions to the service research field.” 2011
  • EVERT GUMMESSON RESEARCH AWARD, for outstanding research, 2011
  • LUDWIG ERHARD HONORARY PROFESSORSHIP, University of Bayreuth, Germany, 2010
  • AMA/HAROLD H. MAYNARD AWARD for Outstanding Contribution to Marketing Theory and Thought, 2005.

Professional Background

  • Chief Executive Officer, LeisureX Corporation, Oklahoma City
 - Retail and wholesale hospitality services corporation
  • Board of Directors, Community Bank, Oklahoma City/Midwest City, Oklahoma
 - Chairman, Marketing Committee
  • Vice-President, Antec Corporation, Oklahoma City, Oklahoma - Research and consulting firm

Additional Information

Academic Experience

  • 2009-Present - Shidler Distinguished Professor and Professor of Marketing, Shidler College of Business, University of Hawai’i at Manoa

  • 2005-2009 - Associate Professor of Marketing, Shidler College of Business University of Hawaii 

  • 2003-2005 - Visiting Professor of Marketing, Robert H. Smith School of Business University of Maryland, College Park 

  • 1998-1999, 2002-2003 - Visiting Professor, Orfalea College of Business 
 California Polytechnic State University

  • 1996-1998, 1999-2002 - Visiting Assistant Professor, Anderson Graduate School of Management University of California 

Other Selected Academic Appointments

  • VISITING RESEARCH FELLOW, Judge Business School, University of Cambridge, UK, 2012
  • VISITING PROFESSOR, CTF Service Research Center, Karlstad, Sweden, 2012-present
  • VISITING PROFESSOR, University of Warwick, UK, 2012
svargo's picture
University of Hawai‘i at Mānoa
Shidler College of Business
2404 Maile Way



Contact Info

(808) 956-8167
(808) 956-9886