Abstract
Robert F. (Bob) Lusch has made many contributions to scholarly research on macromarketing, especially on how business —and especially marketing– can and should contribute to society. His insights are important in understanding how business practices are evolving over time. In addition, they are prescient in identifying new ways for scholarly research in business and marketing to be useful to society. This tribute briefly describes how Bob Lusch’s ideas are reflected in management and marketing practices today. I also discuss how they are related to three key principles of responsible research advocated by Responsible Research in Business and Management (RRBM). (See: https://rrbm.network/). This conceptual paper calls for research on topics relevant to business performance and value networks, marketing and societal well-being, sustainability and the bioenvironment, service systems and stakeholders, and human and labor rights.
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