Robert F. Lusch  University of Arizona, Eller College of Management, Tucson, AZ 85714 (rluscheller.arizona.edu). Dr. Lusch is Professor of Marketing and Head of the Marketing Department in the Eller College of Management at the University of Arizona. Previously he served as Dean of the M. J. Neeley School of Business at Texas Christian University and was on the faculty of the University of Oklahoma for 25 years, where he also served as Dean, Director of the M.B.A. Program, and Department Chairperson. He is also prior Chairperson of the American Marketing Association and Editor of the Journal of Marketing. He has written extensively in marketing and distribution strategy and more recently has developed an active research program in service science management and engineering. He is the author of more than 150 academic articles and professional publications including 18 books. In 1997, The Academy of Marketing Science awarded him its Distinguished Marketing Educator Award and the American Marketing Association has twice (in 1997 and 2005) presented him the Harold Maynard Award for contributions to marketing theory. The National Association of Accountants awarded him the Lybrand's Bronze Medal for contributions to the accounting literature and the National Retail Hardware Association awarded him the Hardware Industry Service Award.

Stephen L. Vargo  Shidler College of Business, University of Hawaii, 2404 Maile Way, Honolulu, HI 96822 (svargohawaii.edu). Dr. Vargo is a Shidler Distinguished Professor and Associate Professor of Marketing at the University of Hawaii at Manoa. He has an M.S. degree in social psychology and a Ph.D. in Marketing. He has held visiting positions at the University of Maryland, College Park, and the University of California, Riverside. Prior to entering academics, he had a career in entrepreneurial business and has consulted for a variety of major national, regional, and local corporations and governmental agencies. His primary areas of research are marketing theory and thought and consumers' evaluative reference scales. He has had articles published in the Journal of Marketing, the Journal of the Academy of Marketing Science, the Journal of Service Research, the Journal of Retailing, the Journal of Macromarketing, and other major marketing journals and books, including The Service Dominant Logic of Marketing: Dialog, Debate, and Directions, which he coedited. He currently serves on the editorial review boards of the Journal of Marketing, the Journal of Service Research, the Australasian Marketing Journal, and the International Journal of Service Industry Management. He has also served as coeditor of a special issue of the Journal of the Academy of Marketing Science. He has been awarded the Harold H. Maynard Award by the American Marketing Association for “significant contribution to marketing theory and thought.”

Gunter Wessels  University of Arizona, Eller College of Management, Tucson, AZ 85714 (gwesselseller.arizona.edu). Mr. Wessels is a Doctoral Candidate in Marketing at the University of Arizona's Eller College of Management. His research interests include Service Dominant Logic, Service Oriented Architecture, and personal selling and salesmanship. Prior to his time at the University of Arizona, He held various sales and marketing positions in health-care and biotechnology firms. He has an M.B.A. degree with an emphasis in marketing and a B.S. degree in Biology, both from the University of California at Riverside.