The Naples Forum on Service invites researchers and practitioners to submit papers addressing the 2025 theme: “Care for actors, communities and ecosystems". This edition emphasizes how care—a concept encompassing empathy, sustainability, and responsibility-intersects with and enhances the foundational pillars of the Forum: Service-Dominant (S-D) Logic, Service Science, and Systems Theory & Complexity. Contributions are encouraged that explore how care influences the service landscape, shaping interactions among actors, the environment, and the value co-creation process, especially in light of social and ecological sustainability. Additionally, technology plays a dual role: it is both a catalyst for enhancing care and a challenge requiring careful consideration. Submissions are invited to explore how digital platforms, data analytics, artificial intelligence, and other emerging technologies can enhance care-driven value propositions, improve service provision, and foster sustainable and caring practices. At the same time, papers should critically examine the potential challenges these technologies pose to privacy, ethical service delivery, and the equitable distribution of resources across actors and generations.
