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University of Naples “Federico II”

University of Cassino

Evert GUMMESSON, Professor, Stockholm University, Sweden
Cristina MELE, Assistant Professor, University of Naples “Federico II”, Italy
Francesco POLESE, Associate Professor, University of Cassino, Italy

Evert GUMMESSON, Professor, Stockholm University, Sweden
Robert LUSCH, Professor, University of Arizona, USA
Jim SPOHRER, PhD, Director, IBM Almaden Research Center, San Jose, USA
Stephen VARGO, Professor, University of Hawaii, USA

Gaetano Golinelli, Professor, Chairman University of Rome “La Sapienza”, Italy
Claudio Baccarani, Professor, University of Verona, Italy
David Ballantyne, University of Otago, New Zealand
Sergio Barile, Professor, University of Rome “La Sapienza”, Italy
Roberto Cafferata, Professor, University of Rome “Tor Vergata”, Italy
Bernard Cova, Professor, Ecole de Management, Marseille, France
Su Mi Dahlgaard-Park, Associate Professor, Lund University, Sweden
Daniele Dalli, Professor, University of Pisa, Italy
Renato Fiocca, Professor, University Cattolica del Sacro Cuore, Milan, Italy
Robert Lusch, Professor, University of Arizona, USA
Jaqueline Pels, Professor, University of Torquato Tella, Argentine
Enzo Rullani, Professor, Venice International University, Italy
Jim Spohrer, PhD, Director, IBM Almaden Research Center, San Jose, USA
Paolo Stampacchia, Professor, University of Naples “Federico II”, Italy
Annalisa Tunisini, Professor, University of Urbino, Italy
Stephen Vargo, Professor, University of Hawaii, USA
Tiziano Vescovi, Professor, University of Venezia “Cà Foscari”, Italy

IBM, SSME
AIDEA
CUEIM-Sinergie
Simktg (Italian Marketing Association)

Cultural and behavioral change of customers, globalization of systems and competition, information and communication technology with the Internet and web service, and other changes – all require new marketing and management theories. New approaches to marketing and management have been brewing for the past three decades challenging the 1960s and 1970s theories; still we are left with a fragmented and confusing view of these proposals, and the discipline has reached a turning point calling for more systemic and integrative theory. The three themes of the 2009 Naples Forum – currently catching the imagination of scholars and practitioners worldwide – represent efforts in that direction.

Service-Dominant (S-D) Logic presents its message through ten foundational premises. In brief, these premises put the following to the fore. Service is the fundamental basis of exchange and all social and economic actors (firms, customers, etc) are resource integrators that interact through mutual service provision to co-create value. “Service” refers to the process of one actor’s resources for another actor’s benefit, and should not be confused with “services” – intangible goods; goods are merely distribution mechanisms of service provision. Both firms and customers are viewed as active participants in the value-creation process as opposed to the mainstream marketing idea that firms create and deliver value and customers just react and consume it. That is, the customer is always a co-creator of value. Thus, firms can only offer a value proposition; value actualization is performed by customers idiosyncratically, in the context of their own lives. The network aspect is implicit through the statement that all social and economic actors are resource integrators, implying that value creation takes place through interaction in complex networks. S-D logic is intended to capture evolutionary thinking about value creation and exchange and is subject to ongoing, open development. For more, go to the most recent updates: Vargo, S. L. and Lusch, R. F. (2008a), “Service-dominant logic: continuing the evolution”, Journal of the Academy of Marketing Science, Vol. 36 No 1, pp.1-10; and Vargo, S. L. and Lusch, R. F. (2008b), “Why ‘service’?” Journal of the Academy of Marketing Science, Vol. 36 No 1, pp.25-38.

Service Science, Management, and Engineering (SSME), usually just referred to as service science, is a global development program run by IBM together with universities. It is a call for academia, industry, and governments to become more systematic about service performance and innovation. Further, it is a proposed academic discipline and research area that would complement – rather than replace – the many disciplines that contribute to knowledge about service. It’s philosophy is in line with S-D logic. The ultimate goal of service science is to apply scientific knowledge on the design and improvements of service systems for business and societal purposes (such as efficiency, effectiveness and sustainability). The concern is that we do not master seamless and reliable service systems at a time when systems are becoming increasingly complex and global, making us increasingly vulnerable to systems sluggishness and failure. Every service system is both a provider and client of service that is connected by value propositions in value chains, value networks, or value-creating systems. Read more on service science on Google but stick to entries from the past six months; the program is developing fast and older entries may be misleading. For a recent and condensed update, see Maglio, P.P. and Spohrer, J., (2008), “Fundamentals of service science”, Journal of the Academy of Marketing Science, Vol. 36 No.1, pp.18-20.

Network Theory is both a way of thinking in relationships and interaction and a methodology to address complexity and context. It can be used with different degrees of sophistication: as a basis for verbal treatise (discussion or text), graphics (from sketches of nodes and links to computer generated diagrams), or mathematical applications. Network theory is a systems approach which in marketing has mainly been applied to B2B marketing but has equal potential for B2C (business-to-consumer) marketing and consequently to marketing in general. Marketing is a part of or a perspective on management and to become efficient marketing should be seen in a management context; marketing-oriented management rather than marketing management. Two network approaches will be presented. One is the Viable System Approach (VSA), grounded in systems thinking, a relational based view (RBV) and network theory, postulating every business as a system, immerged in a relational context looking for competitive profiles (viability) through interaction with other actors/stakeholders. The other is Many-to-Many Marketing which is a general marketing approach that describes, analyzes and utilizes the network properties of marketing. It applies to marketing in general and recognizes that both suppliers and customers operate in complex network contexts. Other network approaches are welcomed. See further Golinelli et al.(2002), “The firm as a viable system: managing inter-organisational relationships”. Sinergie, No. 58, pp.65-98; and Gummesson, E. (2007a), “Exit Services Marketing – Enter Service Marketing”. Journal of Customer Behaviour, Vol. 6 No. 2, pp.113-141.

Connecting the themes. The themes are interdependent and the Forum will treat them in an integrative spirit. S-D logic dissolves the divides between goods/services and supplier/customer into co-created service and value. It provides a foundational philosophy for the service science project and its applications in education, theory, and practice in its effort to create hassle-free, innovative service systems. Network theory is a systemic way of thinking and a methodology to go beyond fragmented research in management and marketing addressing complexity and context with direct application on service systems.

CLICK HERE for the programme of the event

The Forum will take place at Villa Orlandi: Via Finestrale 2c, 80071 Anacapri.

Abstract submission deadline: 15 March 2009

Notification of acceptance:  31 March 2009

Final paper submission deadline: 18 May 2009

Three scientific journals will publish Special Issues of Forum papers:
 - a new journal from Emerald: International Journal of Quality and Service Sciences,
- Sinergie,
- Mercati e Competitività.

More information will be given at the Forum.

We invite papers addressing the three themes of the conference – S-D logic, service science and network theory. Submissions can deal with the themes separately or with parts of them and we especially encourage papers addressing an integrated perspective. The papers could be theoretical and/or empirical and be based on qualitative or quantitative research. Topics could include (but are not restricted to) the following:
- Networks, interaction and relationships
- Value co-creation and changed customer roles
- Value propositions and a stakeholder perspective
- Integration of resources and capabilities
- Business and social relations
- Service innovation
- Many-to-many marketing
- The Viable System Approach
- Other network approaches
- New business models to manage networks and value
- Experiences of service science projects in research and/or education
- Brand communities
- Markets as networks
- Web 2.0 or the semantic web
- Methodological issues

To stimulate academic scholarship, discussions of ideas and dialogue among students and researchers from different countries, in the field of service, we would like to invite doctoral students to attend this doctoral workshop.
PhD students in early and middle stages of their PhD research project are particularly encouraged to participate and present their research proposals, preliminary results and their reflexions on issues related to theory, methods and analysis. In case the PhD dissertation is not a monograph and is made of a series of articles on a common theme, the candidate can present a part of the work and a two-page summary of the overall dissertation theme.

Click here for more information

For the list of recommended hotels please click here. (To recieve the rates listed, please mention in your e-mail the code - University Federico II and Villa Orlandi ).

For more information about how to reach Capri please CLICK HERE

The fees include participation to the :

• workshop/conference/seminar
• tutorial documents
• lunches
• the workshop/conference/seminar dinners
• morning and afternoon refreshments

Cancellations made before May 29, 2009 will be reimbursed minus 20% of the total fee. No reimbursement will be possible after that date.

Payments should be made by :

• The following credit cards: Visa or Eurocard/Mastercard/Access

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