Stephen L. Vargo is Siegfried Centennial Chair of Marketing and Supply Chain Management and Professor of Market Systems at the Price College of Business at the University of Oklahoma. Previously, he was the Shidler Distinguished Professor of Marketing at the Shidler College of Business at the University of Hawaii. He also holds, or has held, visiting positions at the Judge Business School at the University of Cambridge, the University of Warwick, Karlstad University, Sweden, the University of Maryland, Collage Park, the University of Auckland, and other major universities, as well as VTT Technical Research Center of Finland. Prior to entering academics, he had a career in entrepreneurial business and has consulted for a variety of major national, regional, and local corporations and governmental agencies. Professor Vargo’s primary areas of research are market and marketing theory and marketing strategy. He is best known for his work with Robert F. Lusch and others on “service-dominant logic.” He has had over 80,000 citations (Google Scholar) from 125+ publications, including articles in the Journal of Marketing, the Journal of the Academy of Marketing Science, the Journal of Consumer Research, the Journal of Service Research, the Journal of Retailing, MIS Quarterly, and others. He serves on editorial review/advisory boards of 13 journals, including the Journal of the Academy of Marketing Science and the Journal of Service Research, and has served as editor or co-editor of 23 special journal issues. He currently serves as editor-in-chief of the AMS Review. He also has published four books, including an authored book published by Cambridge University Press and the edited Sage Handbook on Service-dominant Logic. Additionally, he serves on the Board of Governors of the Academy of Marketing Science. Professor Vargo has received the Shelby D. Hunt/Harold H. Maynard Award by the American Marketing Association for “significant contribution to marketing theory and thought” (twice) the AMA/Sheth Foundation Award for “long term contributions to the field of marketing”. He is also the recipient of the Christopher Lovelock Career Contributions Award in service research. The Clarivate Web of Science Group has identified him as one of the World’s Most Influential Scientific Minds/Highly Cited Researchers (top 0.1%) in economics and business in each of the last eight years (2014 – 2021). He is currently ranked #3 in impact for the previous year (2021) and #5 in career impact among marketing professors, worldwide, on the Stanford-Elsevier List.