A Customer Dominant Logic of Service.

His 2004 article with Robert Lusch in the Journal of Marketing, "Evolving to a New Dominant Logic for Marketing," is the most-cited marketing article published in the last 10 years.

VARGO, S.L. and LUSCH, R.F. (2004), "Evolving to a New Dominant Logic for Marketing", Journal of Marketing, vol.68, pp.

"Peter Maxwell Davies's Basic Unifying Hypothesis: Dominant Logic".

Dominant Logic is antipodal to the idea of using different methods and ways for generating profit.

In the field of strategic management, C. K. Prahalad and Richard A. Bettis first introduced the concept of Dominant Logic in 1986.

The catalyst for this interest was the publication of an award-winning article by Stephen Vargo and Robert Lusch in January 2004 issue of Journal of Marketing entitled "Evolving to a New Dominant Logic for Marketing".

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