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

Robert Frank Lusch, Stephen Louis Vargo

Research output: Contribution to journalReview articlepeer-review

10 Scopus citations


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
Issue number2
StatePublished - Jun 2012
Externally publishedYes


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

ASJC Scopus subject areas

  • Marketing


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