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8-12 December 2008
University of Otago, Dunedin, New Zealand

In December 2008, the Otago School of Business hosted Otago Forum 2. The aim of the forum was to stimulate business research with a service orientation, especially research involving collaboration with industry. This event was planned as a follow-up to the highly successful Otago Forum held in 2005, which contributed to the ongoing development of a service-dominant logic for marketing, following the award-winning conceptual work by US academics Stephen Vargo and Robert Lusch (published in the Journal of Marketing [2004] v.68:1).

The Forum was held over four days in Dunedin, New Zealand, and included a half-day business briefing based on the key themes.

Otago Forum 2 provided a leading edge contribution to marketing thought and practice. Over twenty leading academics in this new field from around the world participated. Their papers and presentations are available on this site.

Today there is a growing interest world-wide in understanding service-oriented business models among academics from various disciplines, and with practical leadership from IBM and others, especially in ICT industries and design schools. This shift to service orientation involves rethinking the nature of the service experience and especially the value-in-use of goods as service appliances. In other words, goods are the means by which firms serve customers. Service is exchanged for service. All industries are service industries.