CFP / WORKSHOP: Extending Service-Dominant Logic in Marketing

ANZMAC Workshop

Extending Service-Dominant Logic in Marketing

University of Auckland Business School

March 11-12, 2011


Rod Brodie, University of Auckland Business School

Janet R. McColl Kennedy, University of Queensland

Advisory Committee:

Robert F. Lusch, University of Arizona, USA

Stephen Vargo, University of Hawaii, USA

Kaj Storbacka, Hanken School of Economics, Finland

During early March 2011 Bob Lusch, Steve Vargo and Kaj Storbacka will be visiting the University of Auckland Business School.  They have agreed to participate in a workshop that will be a follow up to the very successful Forum on Markets and Marketing that was held at the University of Cambridge in September 2010 (and the inaugural meeting held in Sydney in December 2008, from which 3 papers were selected and published in the current issue of AMJ (Volume 18, 4, November 2010).

The theme for the workshop is Extending the Service-Dominant (S-D) Logic in Marketing. The workshop will: (1) explore foundational issues related to marketing, including the understanding of markets and marketing systems, (2) explore the cross-disciplinary foundations of the S-D logic, and (3) further the development of S-D logic.

The one and half day workshop at UABS would be targeted at academic faculty and PhD students working in areas related to the S-D logic.  The workshop will start on Friday, March 11th 2011in the afternoon and continue all day Saturday, March 12th 2011.

The first part of the workshop will consist of a plenary session with presentations by Steve Vargo, Bob Lusch, Kaj Storbacka and two or three other invited speakers.  The remainder of the workshop will involve interactive sessions where the other participants will present their research for discussion.

Participation in the workshop will be by invitation only. ANZMAC members are asked to submit a 500 word abstract outlining the research they would like to discuss. The papers could be theoretical and/or empirical and be based on qualitative and/or quantitative research.

Topics could include (but are not restricted to) the following:

-How markets emerge and evolve

-Role of marketing in making and shaping markets

-Entrepreneurship and the effectuation logic for innovation

-Role of networks, interaction and relationships

-Value co-creation and the changing role of suppliers and customers

-Value propositions

-Customer centricity vs. a multi-party stakeholder orientation (balanced centricity)

-Integration and management of resources and capabilities

-Business relations and social relations

-Social media

-Service innovation and design

-Service processes and engineering

-Many-to-many marketing and markets as networks

-The Viable Systems Approach (VSA)

-Business models to manage networks and service systems

-Cross-disciplinary foundations of the S-D logic

The conference chairs and advisory committee will select 30 participants.  At least 15 of the invitations will be made to PhD students or junior faculty.  The closing date for submissions will be the 17th of January and invitations will be made by the 28th of January. The abstracts should be submitted to Christoph Breidbach:

We expect a number of papers to be submitted to AMJ following the workshop.
The workshop is organized by ANZMAC and the Department of Marketing at the University of Auckland Business School.

The registration and accommodation expenses of the fifteen PhD students and junior faculty will be covered by an ANZMAC sponsorship.

Registration, accommodation and other details are provided on the workshop website

Please contact for any enquiries.

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