A Window on Young Bob Lusch: Reflections of an Early Student

Abstract

The paper is a first-person account of Professor Robert F. Lusch’s early academic career at the University of Oklahoma during the late 1970s and early 1980s by one of his earliest students. The author describes and reflects on what some might consider a tumultuous period in marketing’s disciplinary evolution and suggests how these early years might in fact inform us of Professor Lusch’s later prolific contributions and deep impact on our discipline. Though perhaps more known for his uniquely critical thinking and his seminal contributions to the foundational elements of marketing, the author also tries to shine a light on Bob Lusch as a dedicated teacher, a tireless mentor and as a peerless educator—whose genuine care and friendship to his students knew no bounds. Though on this occasion his passing saddens us as he left us too early, the legacy of this exceptional scholar and educator will always be fondly remembered by his students and friends and will have a profound impact on all future students of marketing.