6th Forum on Markets and Marketing 2018

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.

Robert F. LuschThe 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:

Institutions and Institutionalization
  1. Institutional work
  2. Market formation and shaping
  3. Language and sign systems
  4. Market culture
  5. Customer (“consumer”) involvement/engagement
  6. Reconciliation of institutional arrangements
  7. The role of institutions in shaping identity
  8. Institutional arrangements as assemblages
  9. Forces of institutional maintenance and change
  10. Relationship between institutions and practices
  11. The interplay of institutional arrangement
  12. The role of shared institutions
Service Ecosystems
  1. The role of culture in service ecosystems
  2. Market plasticity
  3. Emergence of technology, markets, etc.
  4. Issues related to the interplay of micro, meso, and macro levels
  5. Resiliency and agility in service ecosystems
  6. Governance issues in service ecosystems
  7. System viability (wellbeing, value)
  8. Modelling of service ecosystems, simulation
  9. Markets as ecosystems
  10. Complexity theory and complexity economics
  11. Nature as service (ecosystem services)
  12. Emic and etic views of value in service ecosystems
  13. The formation of resource networks in service ecosystems
Midrange Theory and Forward-Thinking Issues
  1. Midrange theory development
  2. Sustainability
  3. Social responsibility
  4. Business models
  5. Innovation – open, disruptive, etc. 
  6. Entrepreneurship and effectuation
  7. Market and ecosystem strategy
  8. Role of design and design thinking
  9. The role of information technology and digitization – liquification, density, etc.
  10. Computational linguistics, agent-based modelling and other methodological issues.

View or download the FMM2018 Call for Participation.



The Forum on Markets and Marketing was established in 2007 and became a reality in 2008, when the inaugural Forum on Markets and Marketing (FMM2008) was held at the University of New South Wales, Australia. Equally successful forums (FMM2010, FMM2012, FMM2014, and FMM2016) have been held in Europe and New Zealand.



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.