Revisit: International Markets and Institutional Logics


Forum on International Markets and Institutional Logics, Tokyo, 17-19 Sep 2012, Now co-sponsored by the Journal of International Marketing; Deadline now 15 Apr

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Co-sponsored by the Journal of International Marketing

September 17-19, 2012
School of Commerce, Meiji University
Tokyo, Japan

Conference Co-Chairs

Takamichi Inoue, Meiji University
Masato Shoji, Takachiho University
Stephen L. Vargo, University of Hawaii
Robert F. Lusch, University of Arizona

The Forum on International Markets and Institutional Logics (FIMIL) invites submissions addressing its central aim: developing a deeper understanding of the complexities of international markets, viewed as value (co-)creation within and across cultural, national, and other institutional boundaries. A related aim is to explore the applicability, relevance and acceptability of service-dominant (S-D) logic in different institutional settings, especially in global markets and across different cultures, variously defined.

Service-dominant (S-D) logic (Vargo and Lusch 2004; 2008) has been recognized as an alternative to the traditional, goods-dominant perspective of markets, which centers on service – the application of resources for the benefit of another – as the basis of exchange. In this view, markets are driven by the application and exchange of intangible and dynamic resources and value is always co-created, because it is phenomenologically derived and determined by service beneficiaries (e.g., customers), in a particular context. S-D logic takes a broad, ecosystems approach to studying interaction and value creation, which emphasizes multiple levels of context (Chandler and Vargo 2011) in markets. Although S-D logic is gaining wide acceptance in various academic disciplines, such as marketing, management, architecture and design science, information science, and service science, there has been limited exploration of S-D logic in international and cross-cultural and other institutional contexts.

An institutional perspective of markets and value creation emphasizes the social norms and collective meanings that guide and are guided by systems of exchange relationships. In this view, the actions and interactions among exchange parties sustain and reproduce social systems, such as markets, by socially constructing “institutional logics,” or “mental models” which, in return, influence routine activities and exchange (e.g., Singh, Lentz and Nijssen 2011). S-D logic’s view of a service ecosystem (Vargo and Lusch 2011) suggests that institutions guide the co-production of service offerings, the provision of service and, ultimately, the co-creation of value. In this way, different institutional logics can result in alternative processes and perspectives for creating and determining value, respectively. Some of these institutional logics are typically identified as cultures (e.g., associated with countries, regions, ethnicities, etc.) but they can also be identified as “industries,” schools of thought and disciplines as well.

As indicated, the aim of FIMIL 2012 is to draw attention toward the applicability of S-D logic (and other logics) for research related to international markets and institutional logics. Presentation at the forum is based on the submission and acceptance of a one-page abstract (single-spaced, 12-point font) and a 250-word biography of each contributing author. Scholars from all over the world are invited and other disciplines such as accounting, architecture and design science, economics, industrial engineering, information systems and technology, management, marketing, operations research, service science and supply chain management are also welcome. Asian scholars with an interest in S-D logic are particularly encouraged to submit abstracts and attend, as are doctoral students from all countries. Proposals for special sessions intended to accomplish the conference objectives will also be considered.

The editor of the Journal of International Marketing will review the abstracts submitted, inviting authors of selected abstracts to submit full papers for special consideration by the Journal of International Marketing. Although these papers will be subject to the full review process at the journal, their topics and approaches will have been deemed to be of particular interest to Journal of International Marketing.

Some topics that might be explored at the conference are identified below, but other relevant topics are equally welcome:

International Markets

  1. Does S-D logic resonate differently with different cultures (e.g., Eastern and Western) and their views on markets and marketing?
  2. Can an Actor-to-Actor (e.g., Vargo and Lusch 2011) framework be used successfully on a global basis?
  3. How can service ecosystems be used to understand regional, national and global economic systems?
  4. How can S-D logic help to advance international marketing theory?
  5. How does S-D logic fit with Asian concepts, such as JIT and Kaizen?
  6. How are value propositions co-produced in service ecosystems that cross different cultures?
  7. What are the main processes of value co-creation in global service ecosystems?
  8. How does an international approach help to advance S-D logic and its conceptualization of service ecosystems?
  9. How do Asian approaches to markets and value contribute to advancing S-D logic?

Institutional Logics

  1. What is the role of institutions in service ecosystems?
  2. Is S-D logic applicable to different industries or disciplines?
  3. How can value propositions be used to unify multiple stakeholders?
  4. How does S-D logic shed light on profit and non-profit enterprises?
  5. How does S-D logic inform governance systems?
  6. How can we consider ethics and social responsibility from an S-D logic perspective?
  7. How do emerging logics on entrepreneurship change the way we think about markets?
  8. How do social movements that attempt to change institutions, alter industries, markets and organizations?
  9. What does S-D logic contribute to the understanding of accounting, performance measurement and control systems?
  10. How does service-for-service exchange influence the development of institutional logics?
  11. How does institution theory inform S-D logic?

The venue of this forum is Meiji University in Tokyo, Japan. Meiji University ranks among the best universities in Japan with an eminent hi story since its founding in 1881. It is located in central Tokyo, one of the global economic centers. Come and experience the cultural stimulation and excitement of Tokyo.

The conference co-chairs hope to encourage doctoral student participation. We offer scholarships (free registration) for four doctoral students by special competition to select the best doctoral student abstract/proposal.

The submission deadline is April 15, 2012. All abstracts and bios should be submitted to Invitations for accepted participants will be sent out by approximately April 30, 2012. To foster discussion, attendance may be limited. Authors of accepted abstracts will have priority. However, if you would like to attend the conference without presenting a paper and/or would like to be a discussant or serve in some other role, please let us know of your interest. Please direct inquiries to contact Masato Shoji at or Takamichi Inoue at or Steve Vargo at or Bob Lusch at


Chandler, Jennifer D. and Stephen L. Vargo (2011), “Contextualization: Network Intersections, Value-in-Context, and the Co-creation of Markets,” Marketing Theory, 11(1), 35-49.

Singh, Jagdip, Patrick Lentz and Edwin J. Nijssen (2011), “First- and Second-order Effects of Consumers’ Institutional Logics on Firm-Customer Relationships: A Cross-market Comparative Analysis,” Journal of International Business Studies, 42, 307-333.

Vargo, Stephen L. and Robert F. Lusch (2004), "Evolving to a New Dominant Logic for Marketing," Journal of Marketing, 68 (1), 1-17.

—- and —- (2008) ‘Service-dominant Logic: Continuing the Evolution,’ Journal of the Academy of Marketing Science, 36(1): 1-10.

—- and —- (2011), "It’s all B2B and Beyond: Toward a Systems Perspective of the Market," Industrial Marketing Management, 40 (2), 181-187

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