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 language | English (US) |
|---|---|
| Pages (from-to) | 193-199 |
| Number of pages | 7 |
| Journal | Marketing Theory |
| Volume | 12 |
| Issue number | 2 |
| DOIs | |
| State | Published - Jun 2012 |
| Externally published | Yes |
Keywords
- S-D logic
- co-creation
- effectuation
- markets
- networks
- resources
- service-dominant logic
- systems
- value
ASJC Scopus subject areas
- Marketing