The Service-Dominant Logic: An Evolution or Revolution in Marketing Theory and Practice?

An Academic Workshop

With Stephen L. Vargo & Robert Lusch, and a Four-University Panel of Montreal Marketing Scholars

Hosted at John Molson School of Business

Location      1450 Guy Street, MB 6.255 (corner of Guy and de Maisonneuve Blvd., 6th floor). Click here to view location on Google maps
Date   Thursday, October 20, 2011
Time 9:30 a.m. to 4:00 p.m. (A light lunch will be served)

This One-Day Workshop features Professors Robert F. LuschStephen L. Vargo and a four-university panel of Montreal Marketing Scholars interacting with academics and graduate students.  Professors Lusch and Vargo are the leaders of the open-source development of the Service-Dominant logic. The Workshop objective is to create a dialog about the Service-Dominant logic and its implications for research, teaching and business practice.

Contact organizers directly at 


Jean-Charles Chebat, PhD CQ, FRSC, FAPA, FAMS, FSMA, DHC
Jean-Charles Chebat is  the holder of the ECSC Research Chair at HEC Montreal, regularly ranked among the 10 best Business Schools outside the US.

He’s the author/coauthor of some 150 research articles published in top journals in consumer psychology, social psychology, environmental psychology, economic psychology. He has published five books, eleven book chapters and some 130 conference papers. He is regularly invited as a guest speaker and as visiting scholar at conferences and universities throughout the world (China, Japan, Australia, Israel, France …).

He is a Fellow of several prestigious academies and academic associations, such as the Royal Society of Canada and the American Psychological Association. 

He was the first researcher of his discipline ever elected as a Fellow of the Royal Society. He was elected President of the Academy I of the Royal Society of Canada. He chaired the RSC conference on “Addictions: Impact on Canada”.

He received 13 Best Paper Awards in the US, the UK , Canada and Europe. He was awarded two research medals for his multidisciplinary research. He received the Jacques-Rousseau Medal for Best Interdisciplinary Researcher from ACFAS (Association Francophone pour le Savoir) in 1992. In 2005, he was awarded  the Sir John William Dawson Medal of the Royal Society of Canada for his various researches bridging the gaps between psychology, economics and semiotics. He recently received the The Marketing Trends Award an international award honoring researchers for their overall achievements in the field of Marketing.

He was knighted by the Prime Minister of Quebec in 2004 and He received an Honorary Doctorate from France in 2005.


Thomas Dotzel
Professor Dotzel joined the Desautels Faculty of Management at McGill University in 2009. His research focuses on strategic aspects of service innovations, hybrid innovations (good and service combined), and measuring the financial value of marketing actions. In particular, he is researching the determinants and financial outcomes of different types of service innovations. His research appears in the MIT Sloan Management Review and the Harvard Business Review, and it has been translated into multiple languages. He is the recipient of the 2006 Liam Glynn/ASU Center for Services Leadership Research Award and a 2009 Senator Phil Gramm Doctoral Fellow. At Texas A&M University, he has won teaching awards both at the college and university level.


Ronald Ferguson, PhD
Dr. Ferguson is a former Director of the John Molson MBA Program. He has been a full professor of Kinesiology, an Associate Professor Social and Preventive at the University of Montreal and Head of the Physiology of Exercise Laboratory at the Montreal Heart Institute. He is currently an Associate Professor of Management at the JMSB where his research focus is service management.


Jordan LeBel, PhD
Jordan LeBel is an Associate Professor in the Department of Marketing of the John Molson School of Business where he teaches courses on Food Marketing and Experience Marketing. He is the 2005 and 2010 recipient of the Dean's Distinguished Teaching Award and the 2010 recipient of the President's Award for Teaching Excellence. A former chef and restaurant inspector, LeBel's research focuses on the non-biological determinants of food choices and eating behavior. He is a founding member of Concordia's Food Culture Research Group and is a member of the McGill World Platform for Health and Economic Convergence. He has taught restaurant management and experience design at the Cornell School of Hotel Administration and at the École hôtelière de Lausanne in Switzerland. He is a renowned expert on comfort foods and particularly chocolate.


Richard Michon, PhD
Dr. Michon is a graduate of the Royal Military College, in Kingston, and HEC-Montreal. He has a bachelor degree (honours) in liberal arts, a MBA in finance, and a PhD in marketing and quantitative methods. As an officer in the Canadian Armed Forces, he was trained in logistics and in public affairs (Fort Benjamin Harrison, Indiana).

Richard Michon initially served as a public affairs officer at the National Defence Headquarters in Ottawa.  He pursued his corporate communications career in the mining industry, public utilities, and in the financial services.  As a business consultant, Dr. Michon has acquired extensive professional experience in the retail, food processing, telecommunications, public utilities, non profit and manufacturing industries.  He has completed numerous research mandates in competitive industry analysis, consumer behaviour, database marketing, and analytical CRM mainly in Canada and in the U.S. 

Dr. Michon currently teaches business intelligence/decision models, and competitive industry analysis to undergraduate and MBA students.  His research and publication interests include quantitative modeling and data mining, donation behaviour, retail atmospherics and fashion.  He is a member of the marketing editorial review board of the Journal of Business Research, European Retail Research, and the Journal of Business Environment.

Richard Michon has published papers in the International Journal of Retail and Distribution Management, Journal of Applied Psychology, Journal of Business Research, Journal of Fashion Marketing and Management, Journal of Marketing Theory and Practice, Journal of Retailing and Consumer Services, and the Journal of Services Marketing.  He is also a regular reviewer for several academic European and American journals and societies.


Robert F. Lusch
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.


Michèle Paulin, LLB, MBA, PhD
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 emergingService-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.


Roy Toffoli, BSc, MBA, PhD
Roy Toffoli is currently professor of Marketing at the School of Management of the Université du Québec à Montréal, having joined the university in 1997. He has over twenty years experience in the teaching of Marketing, having taught numerous courses in the field such as: Marketing Management, International Marketing, Consumer Behavior, Marketing of High Technology Products and Innovations, and Advertising. Professor Toffoli has also been a member of the faculty of McGill and Concordia Universities. He is presently also the coordinator for the Executive MBA program in the Management of Technology at UQÀM. Prior to his academic career, he served as the administrative director of the Industrial Innovation Center at the École Polytechnique de Montréal. 

Professor Toffoli's research interests are in the areas of consumer behavior, international and cross-cultural marketing, marketing communications, business-to-business marketing, and the marketing of high technology products and innovations. He is the author or co-author of numerous papers, conference proceedings, and cases, some of which have appeared in the Journal of Business Research, Advances in Consumer Research, International Journal of Advertising, Journal of Applied Social Psychology, and the Canadian Journal of Administrative Sciences.  He has also presented at numerous scientific conferences such as: the Association for Consumer Research, the Academy of Marketing Science, and the Administrative Science Association of Canada.  He has also been a past member of the editorial boards of “Revue Gestion : Revue Internationale de Gestion” and the Canadian Journal of Administrative sciences.  

Professor Toffoli has taught at both the undergraduate and graduate levels, particularly in the various MBA programs, and to management and executive level audiences. He has taught in the MBA programs in Montreal at UQAM and at McGill and Concordia Universities.  And he has also accumulated over ten year’s experience in various international Executive MBA programs. 

Professor Toffoli is a member of the Academy of Marketing Science and the Canadian Association of Administrative Sciences (ASAC), and occasionally consults on behalf of various firms and governments.


Stephen L. Vargo, PhD
Stephen L. Vargo is a Shidler Distinguished Professor and Professor of Marketing at the University of Hawai’i at Manoa. His primary research areas 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, and other major marketing journals and serves on six editorial review boards, including the Journal of Marketing, Journal of the Academy of Marketing Science, and the Journal of Service Research. Professor Vargo has been awarded the Harold H. Maynard Award by the American Marketing Association for “significant contribution to marketing theory and thought” and the Sheth Foundation Award for “long term contributions to the field of marketing.”
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