• every participant is actor of a co-creating forum

  • Overcome geographical constraints

    of our cultural research environment

  • The forum is on Service

    and topics such as S-D logic, Viable Systems Approach, Service Science, Many-to-Many marketing

  • Network Theory and Many-to-Many Marketing

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Fast Track for conference papers now available!

Special issue of Sinergie Italian Journal of Management for conference papers of the NFS (fast track for selected papers)


Deadline Extension to February 10!!!

Given the high demand and the desire to meet you all again this spring, the call for paper deadline has been extended. The same stands for the Doctoral application.

NEW Abstract/Doctoral application deadline: February 10, 2023.

The guidelines remain the same, please follow the call for paper/application here:



Service Dominant Logic (S-D Logic) is a theoretical proposal of marketing discipline that highlights a paradigm shift from goods dominant logic to service dominant logic; following foundations of networked relationships, new value co-creation processes, business interactions, resources integration.

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Information about Registration, Hotel, and Transfer is available by clicking here:

For further practical information, please get in touch with our Secretariat at info@fuorirottaeventi.com


Submissions to the next forum are open. Please register and follow the submission instructions by clicking here



The Viable Systems Approach (VSA) is a theory linked with network analysis and based on general system theories, or rather on social analysis interpreting business behavior within a dense pattern of interactions in which the firm, being a viable system itself, immerged in a context, is in contact with viable systems and single components. It is, hence, a systemic theory, a methodological approach not only capable of interpreting and directing nowadays business arena, as well as everyday life and decision making processes of organizations, groups and communities, individuals.

Fast Track for conference papers now available!

Special issue of ELECTRONIC MARKETS for conference papers of the NFS (fast track for selected papers).


The 8th Naples Forum on Service has been announced!

The new Forum is going to be held in Ravello (Italy), 6-9 June.

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The Naples Forum on Service 2021

Naples Forum Multimedia

Naples Forum Multimedia

The Naples Forum on Service is one of the best conferences we have. Get an impression of this wonderful event in our video. A big thank you to Cristina Mele and Francesco Polese & Team.

About the Forum

In coherence with the spirit of the event held in Capri (2009 and 2011), Ischia (2013), Naples (2015), Sorrento (2017), Ischia (2019) and Capri (2021) during which every participant was actor of a co-creating forum where everyone had a key role in the shared value experience, this Forum web page is designed for its users.

The purpose is to overcome geographical constraints of our cultural research environment, to let discussions flow free of any formal, logistic and cultural barrier. The forum is on Service, and topics such as S-D logic, Viable Systems Approach, Service Science, Many-to-Many marketing and other intriguing issues will be addressed in search of common research paths and advances.

The content of the Forum will be represented by papers, abstracts, presentations, pictures, movies and any other kind of material supporting international discussions upon the themes of interest, however the performance of the Forum will be strictly related to everyone contribute, hence look at it as an open tool looking for co-creating activities.

View all Publications

Digital therapeutics in healthcare ecosystem: a systematic literature review

Ruggiero, A.

Actors’ roles in service robotics ecosystems

Ruggiero, A., Laddaga, C., Del Vacchio, E.

Avatar-mediated service encounter and its impact after COVID-19

Watanabe, K.

Conceptual model of Smart Services – How to understand the structure of services in Smart City

Walletzký, L., Carrubbo, L., Buhnova, B., Bayarsaikhan, O.

Towards a decision support framework for service modularisation

Vestertė, J., Skačkauskienė, I.

Ready to Pair? Understanding Pre-negotiation Supplier Engagement in the Context of Performance-Based Contracting

van Strien, J., Sahhar, Y., van Fenem, P.C.

Transformative Service Research: a systematic literature review

Ungaro, V., Di Pietro, L., Renzi, M. F., Guglielmetti, M. R., Pasca, M.G.

Francesco Polese



Francesco Polese is Full Professor of Business Management at Business Sciences - Management and Innovation Systems Department the Salerno University of Salerno, Italy.

He is currently teaching: Marketing”, at the Degree Course Economia e Managem

Cristina Mele

Cristina Mele (PhD) is Full Professor of Service Innovation and the coordinator of the PhD in Management at the Department of Economics, Management and Institutions, University of Naples Federico II. She is delegated of Innovation and Third Mission at University of Naples “Federico II”. Her main

Evert Gummesson


Evert Gummesson is Emeritus Professor of Marketing and Management at the Stockholm University School of Business, Sweden, and its former Research Director. He graduated from the Stockholm School of Economics, received his Ph.D. in management from Stockholm Un