Stephen L. Vargo is a Shidler Distinguished Professor and Professor of Marketing at the University of Hawai’i at Manoa. He has published in the Journal of Marketing, the Journal of the Academy of Marketing Science, the Journal of Consumer Research, the Journal of Service Research, MIS Quarterly, and other top-ranked journals, in addition to three books. He currently serves as editor-in-chief of the AMS Review and is on the editorial/advisory boards of 17 other journals. Professor Vargo has been awarded the Shelby D. Hunt/ Harold H. Maynard Award (twice) and the AMA/Sheth Foundation Award for his contributions to marketing theory, as well as the Christopher Lovelock Career Contributions Award, among other recognitions. The Web of Science Group has named him to its “Highly Cited Researchers” list (top 1%) in impact in economics and business, worldwide, for each of the last eight years.