Call for Papers, Frontiers in Service

June 30 — July 3, 2011  • Columbus, Ohio, USA

Call for Papers


The Center for Excellence in Service,

Robert H. Smith School of Business,

University of Maryland, USA

Initiative for Managing Services,
Fisher College of Business,
Ohio State University, USA

The American Marketing Association

Conference Committee

Current Topics

About the Conference

Best Practitioner Presentation

Submit an Abstract


Co-Chair – Roland T. Rust
Distinguished University Professor,
David Bruce Smith Chair in Marketing
and Executive Director,
Center for Excellence in Service
University of Maryland, USA

Co-Chair – Neeli Bendapudi
Professor of Marketing
Academic Director, Initiative for Managing Services
Fisher College of Business
Ohio State University, USA

Co-Chair – Shashi Matta
Assistant Professor of Marketing
IMS Arthur Fellow, Initiative for Managing Services
Fisher College of Business
Ohio State University, USA

Jim Lyski
Chief Marketing Officer,

Yuriko Sawatani
Japan Science and Technology Agency (JST), Japan
Senior Researcher,
IBM Research, Tokyo Research Laboratory, Japan

Paulo Rocha e Oliveira
Assistant Professor of Marketing
IESE Business School
University of Navarra, Spain

Grace Lin
Chair, INFORMS Service Science Section
World Resource Optimization, Inc.

Tom DeWitt
Chair, AMA Services Marketing Special Interest Group
Assistant Professor of Marketing,
University of Hawaii – Hilo, USA

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Service Science

Service Information Technology

Service Innovation

Service Marketing

Empirical Studies of Service

Theoretical Perspectives on Service

Service Engineering

Service Design

Service Productivity

Healthcare Service

Service Operations

Service Human Resources


Customer Relationship Management


Government Policy

Public Sector


Trade in Service

Other topics in research

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Considered to be the world’s leading annual conference on service research and drawing attendees from 38 countries, Frontiers 2011 will be hosted by the Initiative for Managing Services at the Fisher College of Business, Ohio State University, USA. Concurrent and plenary sessions will be held all day Friday and Saturday, concluding Sunday morning with plenary sessions. The conference will open with a reception Thursday evening and will feature a special networking event and the awards dinner on Friday and Saturday nights.

For up-to-date conference information, go to the conference’s official Web site at

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Once again, we will highlight the work of business practitioners presented during the concurrent sessions with our fourth annual Best Practitioner Presentation Award contest.  The selection committee (in conjunction with the conference committee) will select 3 of the most promising, worthy abstracts submitted for this year’s conference. These abstracts will be presented during a special designated track during the concurrent sessions, during which the selection committee will view and judge each presentation. The winner will then be announced during the Awards Ceremony and Dinner.

Submission Criteria: Abstracts should have at least one business practitioner co-author, but may include academic co-authors. The abstract should be written and presented to address a business practitioner audience. The submitter should demonstrate in the abstract (as well as in the presentation) how his or her research may be applied or has been applied to real-world practical situations or problems. The presentations should be practical and managerial yet innovative and engaging.  To be considered for this award, please select the checkbox option on the Submissions Form under the “Best Practitioner Presentation Award” section and enter a clarifying statement as to the managerial implications of your abstract topic.

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Case studies by business practitioners are encouraged. Preference for academic abstracts will be given to more rigorous analytical, empirical and behavioral approaches. Reviews of major research areas are especially encouraged.

The conference will highlight the latest thinking in service, particularly those that combine aspects of technology, social science, and business.  Conference attendees will consist of both academicians and practitioners, and we ask that the 25-minute presentations be understandable to both groups.

Because there will be no published proceedings, we encourage authors to submit their best work, providing it will not have been published by the date of the conference.

Abstracts may be submitted online at

The closing date for abstracts is at 23:59, Eastern-Standard time on December 3, 2010. The conference committee will select abstracts on a competitive basis, and authors will be notified by January 31, 2011.

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