1. S-D Logic Research and Methodological Challenges in Research on Collaboration and Co-creation of Value Panel Discussion AMA Winter 2007 Educators Conference Robert F. Lusch, Professor, University of Arizona Stephen L. Vargo, Associate Professor, University of Hawaii Yi He, Doctoral Candidate, University of Hawaii

2. S-D Logic But look at 2006 through a different lens and youll see another story, one that isnt about conflict or great men. Its a story about community and collaboration on a scale never seen before. Time, Dec. 25, 2006Jan 1, 2007 In essence, the service revolution and the information revolution are two sides of the same coin. Roland Rust, Journal of Marketing, 2004 Collaboration & Co-creation

3. S-D Logic Our Approach Today Two Central Questions for Panel What are the research and methodological challenges? (20 minutes) What particular research methods offer the best potential? (20 minutes) Questions from the Audience (20 minutes) Concluding Comments (Robert F. Lusch)

4. S-D Logic Panel of Experts Richard Bagozzi University of Michigan David Ballantyne University of Otago John Deighton Harvard Business School Linda Price University of Arizona Stephen Vargo University of Hawaii

5. S-D Logic Research on Collaboration and Co-creation of Value Question 1: What are the research and methodological challenges? Question 2: What specific research methods offer the most potential?

6. S-D Logic Research on Collaboration and Co-creation of Value Audience Q&A

7. S-D Logic Research on Collaboration and Co-creation of Value Concluding Remarks Robert F. Lusch

8. S-D Logic For More Information on S-D Logic visit: sdlogic.net We encourage your comments and input. Will also post: Working papers Teaching material Related Links Steve Vargo: svargo@sdlogic.net Bob Lusch: rlusch@sdlogic.netsvargo@sdlogic.netrlusch@sdlogic.net Thank You!