Stephen L. Vargo

Professor of Marketing
Shidler College Distinguished Professor

Phone: (808) 956-8167
Fax: (808) 956-9886
Email: click here
Office: Shidler College of Business, #C402g
View complete C.V.

Education & Background

- Ph.D., Michael F. Price College of Business Administration, University of Oklahoma, 1997

- Certified Travel Counselor (CTC), The Travel Institute, Wellesley, MA

- ABD, University of Oklahoma, Health Sciences Center, Human Ecology & Social Psychology

- Master of Science, Social Psychology, University of Oklahoma

- Bachelor of Arts, Psychology, University of Oklahoma


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 Assisant Professor, Anderson Graduate School of Management
                      University of California


Adminstrative Experience

Chief Executive Officer, LeisureX Corporation, Oklahoma City
  OK Owner and CEO of a multi-location travel services corporation
  comprising retail, wholesale, and educational divisions.
  Responsible for all aspects of daily operations including management, marketing, and finance.

Board of Directors, Community Bank, Oklahoma City/Midwest City, Oklahoma
  Chairman, Marketing Committee

Vice-President, Antec Corporation, Oklahoma City, Oklahoma
  Vice President of Applied Research Division for firm that provided systems design,
  technical research, and evaluation services for public and private clients.
  Responsible for both project contract procurement and administration.
  Directed proposal development and research activities, designed surveys
  Performed analyses for numerous program evaluation projects.


Research Interests

- Marketing Theory
- Service-encounter Evaluation
- Buyer-seller Relationships
- Brand Evaluation and Extension


Recent Publications

Merz, Michael, Yi he, and Stephen L Vargo (2009), "The Evolving Brand Logic: A Ser-vice-Dominant Logic Perspective", Journal of the Academy of Marketing Science, (in press).

Vargo, Stephen L. and Melissa Akaka (2009), "Service Dominant Logic as a Foundation for Service Science: Clarifications", Service Science, 1(1), 32-41.

Lusch, Robert L., Stephen L. Vargo, and Mohan Tanniru (2009), “Service, Value Networks, and Learning, Journal of the Academy of Marketing Science. (in press)

Vargo, Stephen L. (2009), "Toward a Transcending Conceptualization of Relationship: A Service-Dominant Logic Perspective", Journal of Business and Industrial Marketing, 24 (5), 373-78.

Vargo, Stephen L. (2008), "Customer Integration and Value Creation: Paradigmatic Traps and Perspectives", Journal of Service Research, 11 (Nov) 211-215.

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 Man-agement Journal, 26(3), 145-52 (lead article).

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. (2007), “On a Theory of Markets and Marketing: From Positively Normative to Normatively Positive,” Australasian Marketing Journal, 15 (1), 53-60
*Received Australasian Marketing Journal Best Paper of Year Award for 2007. The award is given by the Australian and New Zealand Marketing Academy.

Vargo, Stephen L. and Robert F. Lusch, (2004) Evolving to a New Dominant Logic for Marketing, Journal of Marketing, 68 (January), 1-17.
*Lead Article, with seven invited commentaries
*Received Harold H. Maynard Award, which recognizes the author(s) of the article that made the greatest contribution to the advancement of the marketing theory and thought. The award winner is chosen by the Journal of Market-ing's Editorial Review Board.

Vargo, Stephen L. and Robert F. Lusch, (2004), The Four Services Marketing Myths: Rem-nants from a Manufacturing Model, Journal of Service Research, (May), 324-35
*Runner-up, Best Article of the Year Award, Journal of Service Research, 2003-2004
*Runner-up, Best Service Marketing Article of the Year Award for 2004, Ameri-can Marketing Association, Service Marketing Special Interest Group

Academic & Service Awards

BEST PAPER AWARD, Naples Forum on Service

BEST PAPER OF THE YEAR AWARD, presented by the Australia and New Zea-land Marketing Academy

HAROLD H. MAYNARD AWARD for Outstanding Contribution to Marketing
Theory and Thought for Vargo, S.L. and R.F. Lusch (2004), “Evolving to a New Dominant Logic for Marketing,” Journal of Marketing, 68 (January), 1-17.

BEST PAPER OF THE YEAR AWARD, finalist, Journal of Service Research, 2003-04

AMA NATIONAL COLLEGIATE AWARDS, Outstanding Programming, Profes-sional Development, Fund-raising, Membership Development, and Western Region Chapter (University of Californian, Riverside) Faculty Advisor, 2001-02, Chapter Revitalization Award (University of Maryland) Faculty Advisor, 2004-05