December 12-15, 2018 | Tucson, Arizona, USA
We are pleased to invite you to the 6th Forum on Markets and Marketing 2018 (FMM2018) in beautiful Tucson, Arizona, a multicultural, borderlands city in the Sonoran desert.
The University of Arizona is honored to host the conference in memory of Robert F. Lusch, featuring a reception and tribute just before FMM2018, on December 11.
Bob was a distinguished alum from the University of Arizona who returned to the UA as professor and head of the Department of Marketing and later served as the executive director of the McGuire Center for Entrepreneurship. We are eager to have the conference on Bob’s home turf and to celebrate his life and legacy with the FMM community.
We look forward to your proposal submissions, and to seeing you in December!
The Organizing Committee
Hope Jensen Schau
University of Arizona
Stephen L. Vargo
University of Hawaii
Melissa Archpru Akaka
University of Denver
Forum Themes
Building on previous FMM themes, including cocreation, resource integration, effectual logic, markets and practices, institutions and institutional arrangements, service ecosystems, innovation, complex systems, value, values, symbols, and outcomes, FMM2018 is focused on three themes along with suggested sub-themes:
- Institutional work
- Market formation and shaping
- Language and sign systems
- Market culture
- Customer (“consumer”) involvement/engagement
- Reconciliation of institutional arrangements
- The role of institutions in shaping identity
- Institutional arrangements as assemblages
- Forces of institutional maintenance and change
- Relationship between institutions and practices
- The interplay of institutional arrangement
- The role of shared institutions
- The role of culture in service ecosystems
- Market plasticity
- Emergence of technology, markets, etc.
- Issues related to the interplay of micro, meso, and macro levels
- Resiliency and agility in service ecosystems
- Governance issues in service ecosystems
- System viability (wellbeing, value)
- Modelling of service ecosystems, simulation
- Markets as ecosystems
- Complexity theory and complexity economics
- Nature as service (ecosystem services)
- Emic and etic views of value in service ecosystems
- The formation of resource networks in service ecosystems
- Midrange theory development
- Sustainability
- Social responsibility
- Business models
- Innovation – open, disruptive, etc.
- Entrepreneurship and effectuation
- Market and ecosystem strategy
- Role of design and design thinking
- The role of information technology and digitization – liquification, density, etc.
- Computational linguistics, agent-based modelling and other methodological issues.
View or download the FMM2018 Call for Participation.
Background
Purpose
The purpose of FMM is to advance the development of Service-Dominant (S-D) logic 
by focusing on foundational issues related to markets and marketing and exploring the cross-disciplinary foundations of S-D logic. Accomplishing this purpose is facilitated by a small number of scholars actively engaging in dialogue and discussion, as well as occasional debate, over several days, rather than the formal presentation of research papers.
FMM2018 Organizing Committee
Hope Jensen Schau
University of Arizona
Stephen L. Vargo
University of Hawaii
Melissa Archpru Akaka
University of Denver
Additional Resources
Additional information is coming soon. For specific questions, please contact Jan Voci, marketing department business manager.