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5th Forum on Markets and Marketing 2016 (FMM2016)

venice, italy

June 13-16 2016, Venice, Italy

The Service Systems Group at WMG was pleased to host the 5th biennial Forum on Markets and Marketing (FMM) in 2016. FMM2016 was held on June 13-16, 2016 at the beautiful Palazzo Pesaro-Papafava, the University of Warwick’s location in Venice, Italy.

FMM2016 followed the Service Systems Forum Venice 2016 (SSFV2016), which focused on the economic and business models of smart service systems in the digital economy (personal data, Internet-of-Things). The 1st SSF2015 was held on May 26-27, 2015.



FMM 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) 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.

Forum Outcomes

FMM2016 Proceedings  
A compilation of the abstracts accepted for the FMM2016 Doctoral Consortium and Ideas Sessions.


A selection of social media posts and pictures from FMM2016.

Special Issues

The Forum also resulted in the following two special issues which are open to FMM attendees as well as all service researchers. For the full Calls for Papers, please click on the following links:

FMM2016 Organising Committee

Irene Ng, WMG, University of Warwick
Robert F. Lusch, University of Arizona
Stephen L. Vargo, University of Hawaii
Susan Wakenshaw, WMG, University of Warwick

Programme Coordinator

David Reynolds, WMG, University of Warwick

Image courtesy of cescassawin at

FMM 2016 Programme

Twitter hashtag:#FMMV2016 

FMM Facebook Group Join to keep in touch and prepare for FMM 2018!