Faculty & Staff Directory

Lance Bettencourt

Professor of Professional Practice
Academic Program Director, BNSF Neeley Leadership
Marketing Department


  • PhD, Arizona State University
  • BS, California State University

Areas of Expertise/Research

  • Innovation
  • Marketing Strategy
  • Service Excellence
  • Customer Needs

Selected Publications

  • Bettencourt, Lance A., Colleen Harmeling, Yashoda Bhagwat, and Mark Houston (2022), “Consumer Job Journeys,” Journal of Service Research, 25 (3), 347–370.
  • Bettencourt, Lance A., B. Joseph Pine II, James H. Gilmore, and David W. Norton (2022), “The ‘New You’ Business: How to Compete on Personal Transformations,” Harvard Business Review, 100 (January-February), 70-81.
  • Bettencourt, Lance A., Robert F. Lusch, and Stephen L. Vargo (2014), “A Service Lens on Value Creation: Marketing’s Role in Achieving Strategic Advantage,” California Management Review, 57 (1 | Fall), 44-66.
  • Bettencourt, Lance A. (2010). Service Innovation: How to Go from Customer Needs to Breakthrough Services. New York: McGraw-Hill. (2012 Finalist for the Berry-AMA Book Prize for the Best Book in Marketing)
  • Bettencourt, Lance A. and Anthony W. Ulwick (2008), “The Customer-Centered Innovation Map,” Harvard Business Review, 86 (May), 109-114.