The forum on markets and marketing (FMM): Advancing service-dominant logic

Robert F Lusch, Stephen Louis Vargo

Research output: Contribution to journalArticle

7 Citations (Scopus)

Abstract

This essay reviews the purpose and history of the Service-dominant logic linked, biennial Forum on Markets and Marketing (FMM) and the community of scholars it is catalyzing. Five essays developed by the participants around the organizational themes of FMM 2010 - (1) resource integration; (2) value, values, symbols and outcomes; (3) systems, complexity and engineering; (4) markets and practices; (5) effectuation theory - are reviewed. It is suggested these themes can be better understood by the adoption of a generic, actor-to-actor (A2A) model of resource integrators engaged in mutual service provision.

Original languageEnglish (US)
Pages (from-to)193-199
Number of pages7
JournalMarketing Theory
Volume12
Issue number2
DOIs
StatePublished - Jun 2012

Fingerprint

Marketing
Service-dominant logic
Resources
Integrator
Effectuation
Systems engineering
Symbol
System complexity
Service provision

Keywords

  • co-creation
  • effectuation
  • markets
  • networks
  • resources
  • S-D logic
  • service-dominant logic
  • systems
  • value

ASJC Scopus subject areas

  • Marketing

Cite this

The forum on markets and marketing (FMM) : Advancing service-dominant logic. / Lusch, Robert F; Vargo, Stephen Louis.

In: Marketing Theory, Vol. 12, No. 2, 06.2012, p. 193-199.

Research output: Contribution to journalArticle

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