Robert F. Lusch was Professor of Marketing and the Muzzy Chair in Entrepreneurship and Innovation at the University of Arizona where he also held appointments in Philosophy and Sociology. Professor Lusch was an active scholar in the fields of distribution systems, marketing strategy, service marketing, and marketing theory. He was a past editor of the Journal of Marketing and past Chairperson of the American Marketing Association. In 2013 the AMA awarded him with its most prestigious award for marketing scholars: The AMA/Irwin Distinguished Educator Award. Previously the Academy of Marketing Science awarded him their Distinguished Marketing Educator Award (1997). His latest research was focused on service-dominant logic and service ecosystems. He had been awarded the Harold H. Maynard Award (twice) and the AMA/Sheth Foundation Award for his contributions to marketing theory. Professor Lusch has been named in the Web of Science "Highly Cited Researchers" list (top 1%) and identified as one of the World's Most Influential Scientific Minds in economics and business for four consecutive years.

Stephen L. Vargo is a Shidler Distinguished Professor and Professor of Marketing at the University of Hawai'i at Manoa. He has held visiting positions at the Judge Business School at the University of Cambridge, the University of Warwick, Karlstad University, the University of Maryland, Collage Park, and other major universities. He has articles published in the Journal of Marketing, the Journal of the Academy of Marketing Science, the Journal of Service Research, MIS Quarterly, and other top-ranked journals. Professor Vargo has been awarded the Harold H. Maynard Award and the AMA/Sheth Foundation Award for his contributions marketing theory. Clarivate Analytics (formally Thomson-Reuters) recently named him to its Web of Science "Highly Cited Researchers" list (top 1%) and has identified him as one of the World's Most Influential Scientific Minds in economics and business for a fourth consecutive year.

SECTION 01: Introduction and Background
1. An Overview of Service-Dominant Logic - Robert F. Lusch & Stephen L. Vargo
2. Services in Society and Academic Thought: An Historical Analysis [Reprint] - Stephen L. Vargo & Fred W. Morgan
3. Why Service-Dominant Logic? - Stephen L. Vargo & Kaisa Koskela-Huotari
SECTION 02: Value Cocreation
4. Value Cocreation: Conceptualizations, Origins, and Developments - Janet McColl-Kennedy & Lilliemay Cheung
5. Value Cocreation: An Ecosystem Perspective - Pennie Frow & Adrian Payne
6. The Cocreation of Brands - Hope Schau, Albert M. Muñiz Jr. & Melissa Archpru Akaka
7. The Contextual Nature of Value and Value Cocreation - Anu Helkkula, Apramey Dube & Eric Arnould
SECTION 03: Service Exchange
8. Reframing Exchange: A Service-ecosystems Perspective - Melissa Archpru Akaka & Jennifer Chandler
9. Ethical Foundations for Exchange in Service Ecosystems - Patrick Murphy & Gene Laczniak
10. The Dynamic Context of Service Exchange: Rethinking Service Context from a Performativity Lens - Satoko Suzuki & Yutaka Yamauchi
11. How Service Exchange Drives Market (Re)Formation - Angeline Nariswari
SECTION 04: Service Ecosystems
12. Service Ecosystems: A Timely Worldview for a connected, digital and data-driven economy - Irene Ng & Susan Wakenshaw
13. Systems Behavior and Implications for Service-Dominant logic - Philip Godsiff, Roger Maull & Phil Davies
14. The Study of Service: From systems to ecosystems to ecology - Irene Ng, Paul Maglio, Jim Spohrer & Susan Wakenshaw
15. Service Systems, Networks and Ecosystems: Connecting the Dots Concisely from a Systems Perspective - Javier Reynoso, Sergio Barile, Marialuisa Saviano & Jim Spohrer
SECTION 05: Institutions and Institutional Arrangements
16. Institutions and Institutionalization - Michael Kleinaltenkamp
17. Coordinating Resource Integration and Value Cocreation through Institutional Arrangements: A Phenomenological Perspective - Ingo Karpen & Michael Kleinaltenkamp
18. Institutional Change in Service Ecosystems - Jaakko Siltaloppi & Heiko Wieland
19. Institutional Work for Value Co-creation: Navigating amid Power and Persistence - Jörg Sydow, Olivier Berthod & Markus Helfen
SECTION 06: Resources and Resource Integration
20. Resource Integration: Concepts and Processes - Linda Peters
21. The Sustainability of Service Ecosystems - Helge Löbler
22. Emergence of Novel Resources in Service Ecosystems - Kaisa Koskela-Huotari, Bo Edvardsson & Bård Tronvoll
23. Resource Integration Processes: The Dialectic of Presence and Absence - Linda Peters
SECTION 07: Actors and Practices
24. Analyzing service processes at the micro level: actors and practices - Hans Kjellberg, Suvi Nenonen & Karim Marini Thomé
25. Untangling the à priori differentiation of service exchanging actors - Daniela Corsaro & Lars-Gunnar Mattson
26. Using practice theory for understanding resource integration in S-D logic: a multinational study of leading-edge consumers - Oskar Korkman & Luis Araujo
27. Attending to actors and practices: implications for Service-Dominant logic - Hans Kjellberg
SECTION 08: Innovation
28. The need for a new innovation paradigm and the contribution of Service-Dominant Logic - Marja Toivonen & Kyoichi Kijima
29. A Unifying Perspective for the Technological, Business Model, and Market Aspects of Innovation - Heiko Wieland, Stephen Vargo & Melissa Archpru Akaka
30. Enhancing the understanding of processes and outcomes of innovation: the contribution of effectuation to S-D logic - Valtteri Kaartemo, Christian Kowalkowski & Bo Edvardsson
31. A dynamic alternative to linear views on innovation - combining the approaches of practice theory and expansive learning - Cristina Mele & Tiziana Russo-Spena
SECTION 09: Midrange Theory
32. Advancing Knowledge about Service-Dominant Logic: The Role of Midrange Theory - Rod Brodie & Helge Löbler
33. Tracking the Evolution of Engagement Research: Illustration of Midrange Theory in the Service Dominant Paradigm - Elina Jaakkola, Jodie Conduit & Julia Fehrer
34. Developing Midrange Theory for Emerging Markets: A Service-Dominant Logic Perspective - Jacqueline Pels & Cristina Mele
35. Bridging S-D Logic and Business Practice with Midrange Theory: From Dichotomies to Relational Dualities and beyond, in central marketing concepts - Peter Ekman & Jimmie Röndell
SECTION 10: Selected Applications
36. Extending Service-Dominant Logic - outside marketing and inside managerial practice - Kaj Storbacka
37. Extending innovation - from business model innovation to innovation in service ecosystems - Julia Jonas & David Sörhammar
38. Designing for Service: From Service-Dominant Logic to Design Practice (and vice versa) - Charlotta Windahl & Katarina Wetter-Edman
39. Service-dominant logic, service science and the role of robots as actors - Paul Maglio & Chiehyeon Lim
SECTION 11: Reflections and Prospects
40. Toward a Grand View of Service: The Role of Service-Dominant logic - Evert Gummesson
41. Backward and Forward - Stephen L. Vargo