Stephen Vargo and Robert Lusch’s 2004 paper “Evolving to a new dominant logic for marketing” is the Top-Cited in its category. We ask Vargo and one its many citers why they think this article is so successful.
Research Trends Editorial Board
"Why did you cite…?,"
Research Trends: Vol. 1
, Article 12.
Available at: https://www.researchtrends.com/researchtrends/vol1/iss10/12