FMM 2026

The Forum on Markets and Marketing (FMM) is a conference held every two years that brings together internationally recognized scholars and experts in the fields of markets and marketing. FMM 2026 will be hosted by INESC TEC on June 14–17, 2026.

Its main aim is to foster the advancement of service-dominant logic by addressing core theoretical issues related to markets and marketing and by examining its interdisciplinary underpinnings. In contrast to traditional academic conferences, FMM does not include formal paper presentations or parallel tracks. Instead, participants engage in continuous idea sharing, discussion, and debate within a single plenary session for the duration of the event.

Typically, these collaborative discussions lead to the joint development and publication of several scholarly articles by groups of participants with shared research interests, often appearing in a special issue of an academic journal.

The purpose of the forum is to advance the development of service-dominant (S-D) logic by focusing on foundational issues related to markets and marketing. The forum explores the trans-disciplinary foundations and extensions of S-D logic, as well as develops mid-range theory consistent with S-D logic’s axioms and narrative. Accomplishing this purpose is facilitated by a limited number of invited scholars actively engaging in dialogue and discussion, as well as occasional debate, rather than the formal presentation of research papers.

Building on previous Forums, focused on value co-creation, resource integration, markets, institutions, service ecosystems, innovation, emergence, system theories, among others, FMM 2026 focuses on three broad themes along with suggested sub-themes:

1. Extending Epistemological and Ontological Foundations of S-D Logic

1. Relational ontologies (e.g. ANT, Assemblage Theory, Complexity theory, Quantum theory) 
2. Process metaphysics/ontologies 
3. New materialism (e.g., nonhuman agency)
4. Sociomateriality 
5. Temporality in service ecosystems (e.g., path dependence, tipping points, irreversibility
6. Complexity theory and complexity economics
7. Ethical foundations 

2. Service Ecosystems and Institutional Arrangements

1. Markets as ecosystems (multi-level, multi-actor)
2. System viability (well-being, value, resiliency, agility, and collapse 
3. Smart systems and AI 
4. The role of culture in service ecosystems
5. Institutional complexity and reconciliation of multiple institutional arrangements
6. Emergence and evolution of service ecosystems, institutional arrangements, technology, and markets
7. Platformisation and modularization in service ecosystems
8. Service ecosystems and market cultures and practices

3. S-D Logic and Midrange Theory, Testing, and Application

1. Research Methodology 
2. Design, Market Shaping and Institutional Work
3. Service ecosystem transitions and sustainability transitions
4. Innovation, entrepreneurship, and effectuation
5. Actor engagement and experience
6. Role of information technology and digitization

Participation in FMM 2026 is by invitation only. Please express your interest in participation by submitting an abstract of a research idea. To submit an abstract, please go to – FMM submission.

The abstract should be no more than 500 words (exclusive of references), preferably in narrative rather than structured format, and generally focused on one of the three major themes of the Forum. Please indicate if the proposal relates to more than one of the major themes. If you submit with co-authors, please identify the author(s) who would like to attend the Forum.

Doctoral students with a research program focused on S-D logic from any related academic disciplines, such as accounting, economics, engineering, information systems, management, marketing, health, sociology, are especially welcome. Doctoral students desiring to participate should follow the same procedures for submitting an abstract as non-students; however, please indicate your student status and provide a current resume. Abstracts of S-D logic-based dissertation research are appropriate. All accepted doctoral students are expected to attend and participate in the half-day doctoral student workshop on the afternoon of June 14. Accepted doctoral students are also invited to observe the main sessions of the Forum, and participate in the discussions and social events, at a reduced registration fee. On a competitive basis, 2-3 doctoral students will receive a fee-waiver scholarship and be invited to present in the main sessions of the Forum. 

Due to the small workshop nature of the Forum, participation is limited to a small group of scholars and, in some cases, the number of individual scholars invited from a single accepted abstract might be restricted. Scholars participating in the Forum are expected to be present at the start and throughout the entire Forum.

Papers coming out of the Forum will be considered for a special issue focused on the topics of the Forum.

Please submit your abstract by February 20th, 2026 here.

For additional information, please send an email with your questions to fmm2026_submissions@inesctec.pt.

Scholars will be notified no later than February 27th 2026 of the status of their submission.

Lia Patrício
lia.patricio@inesctec.pt

Stephen Vargo
sv@ou.edu

Heiko Wieland
hwieland@csumb.edu

Kaisa Koskela-Huotari
Kaisa.Koskela.Huotari@hhs.se