Forum on markets and marketing: Institutions, Service Ecosystems, and Emergence

The Adelaide Business School is delighted to invite expressions of interest to participate in the 9th Forum on Markets and Marketing (FMM 2024), to be held at the University of Adelaide, South Australia.

When:  6 to 9 January 2024
Where: University of Adelaide, South Australia


FMM 2024 aims to advance the development of service-dominant (S-D) logic by focusing on foundational issues related to markets and marketing. We will explore the cross-disciplinary foundations and extensions of S-D logic and discuss the development of mid-range theory consistent with S-D logic’s axioms and narrative.


Rather than the formal presentation of research papers, FMM 2024 will feature a small number of invited scholars actively engaged in dialogue, discussion, and occasional debate.

Important Dates

  • 31 July 2023 abstracts due for consideration
  • 21 August 2023 Scholars notified of their submission status
  • 6 January 2024 Doctoral Colloquium
  • 7-9 January 2024 FMM 2024  

Call for Participation


Send any questions to or contact members of the program committee.

Program committee contact information:

Jodie Conduit University of Adelaide

Stephen L. Vargo University of Oklahoma

Jonathan Baker University of Adelaide

Julia Fehrer University of Auckland

About us:

South Australia is home to 18 wine regions including Barossa, McLaren Vale, Adelaide Hills, Clare Valley, and Coonawarra. It is one of the eleven Great Wine Capitals of the World, alongside Bordeaux in France, Napa Valley in the US, and Bilbao Rioja in Spain. Adelaide is celebrated for its food, wine, and beauty. Bursting with culture and flavors, Adelaide is surrounded by buzzing cosmopolitan towns. In less than 20 minutes from the Adelaide CBD, lounge on pristine beaches, explore historic towns or kick back at chic cafes in the leafy inner east.

The University of Adelaide is a member of the prestigious Group of Eight research-intensive universities and offers one of Australia's highest-quality learning environments.

Established in 1874, the University of Adelaide is home to a thriving multicultural community, all working to make an impact in the world. It is where we make history - from 5 Nobel Prize winners to Australia’s first female prime minister and the first Australian astronaut to walk in space, Adelaide graduates are renowned worldwide.

In 1902, the University of Adelaide accepted a challenge: become Australia’s first university to offer degrees in business. Our success made history. And forward thinking drives the Adelaide Business School still. Join a community of innovative thinkers at the Adelaide Business School.

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