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SDL seminar

Managing Financial Services for Increased Returns and Lower Risk: Insights from Service Dominant Logic

A Business Seminar

with Dr. Robert Lusch, Executive Director, McGuire Center for Entrepreneurship, The University of Arizona

Hosted at John Molson School of Business

Location: 1450 Guy Street, MB 14.250 (corner of Guy and de Maisonneuve Blvd., 6th floor)
Date: Friday October 21, 2011, 8 a.m. to 10 a.m.
Open to: (But not limited to) Financial advisors, executives and experts

Spaces are limited

The seminar is designed for a cross-section of financial service executives who realize that their firm's performance depends on the acquisition and sharing of expertise and knowledge within internal and external networks. A traditional intra-firm product logic is no longer adequate to meet the strategic challenges of evolving customer markets and technological changes. On the other hand, the service-dominant logic presents an innovative mindset for integrating these network of actors in financial service organizations in order to co-create value for the firm, and for and with, its customers, stakeholders and the community at large. 

Dr. Robert F. Lusch will engage participants in a solution-oriented dialogue that will address their current and future realities. He has served on the Board of Directors of Arvest Bank for twelve years including chairing the audit committee for five years. He has also been active in private equity and has been involved in helping to engineer the strategic growth of three INC 500 enterprises. 

Contact organizers directly at 


8:00 - 8:30 a.m. Light breakfast with casual exchange and introductions
8:30 - 10:00 a.m. Dialogue and seminar with participants after a presentation from Dr. Lusch discussing how to increase returns and lower risks in a turbulent business environment.


About the Speakers

  Robert F. Lusch is Professor of Marketing and holds the Pamela and James Muzzy Chair in Entrepreneurship & Innovation in the Eller College of Management at the University of Arizona. He is an expert in strategic marketing and service dominant logic. Previously he served as Dean of the Price College of Business at the University of Oklahoma and the Neeley School of Business at TCU. He is the past editor of the Journal of Marketing and Chairperson of the American Marketing Association. He is the author of 18 books and over 125 articles. He is the recipient of the Lybrands Medal for contributions to the management accounting literature and the AMA/Maynard award for contributions to the marketing literature.

See the complete list of presentations that Dr. Lusch has taken part in.
  Dr. Michèle Paulin’s focuses in linking Strategic Relationship Marketing in theory, research-education and practice; “Evolution or Revolution of Marketing in B2B, B2C and B2Community”. Her research and teaching relate to Paradigms from the European Nordic School of Networks and Relationships and the emerging Service-Dominant logic from conventional single-firm perspective towards commitment to multi-party collaborative processes where “service” is the fundamental basis of all exchanges and the source of mutual value creation, whether achieved directly through intangible services (plural) or indirectly conveyed through physical products.
  Dr. Soumaya Ben Letaifa is an assistant professor of Strategy at the Université du Québec à Montréal’s School of Management. She was former marketing director of integrated business solutions for B2B Bell Canada customers and has worked as a consultant for Canadian and European leading companies in the media and ICT sectors. Her research and teaching is focused on new paradigms in marketing and strategy (open innovation, coopetition, business ecosystems, service-dominant logic) and on connecting the macro, the mezzo and the micro levels of business relationships in global and local contexts. More specifically, she explores B2B relationships far beyond the traditional buyer-seller dyad to grasp the complexity of interactions and networks of actors (including governments, citizens, universities and all stakeholders involved in the value co-creation process). She is an expert on ecosystem theory and is regularly invited as a key speaker.  Her publications are focused on the financial and the ICT sectors.

What is Service-Dominant Logic?

Service-Dominant (S-D) Logic is a mindset for a unified understanding of the purpose and nature of organizations, markets and society. The foundational proposition of S-D logic is that organizations, markets, and society are fundamentally concerned with exchange of service—the applications of competences (knowledge and skills) for the benefit of a party. That is, service is exchanged for service; all firms are service firms; all markets are centered on the exchange of service, and all economies and societies are service based. Consequently, marketing thought and practice should be grounded in service logic, principles and theories. 

In line with S-D logic, it follows that instead of service marketing “breaking free” from goods marketing, as has been the pursuit of the services marketing sub-discipline for the last several decades, all of marketing needs to break free from the goods and manufacturing-based model—that is, goods-dominant (G-D) logic. S-D logic embraces concepts of the value-in-use and co-creation of value rather than the value-in-exchange and embedded-value concepts of G-D logic. Thus, instead of firms being informed to market to customers, they are instructed to market with customers, as well as other value-creation partners in the firm’s value network.


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