FORUM on International Markets     and Institutional Logic



September 17-19, 2012
School of Commerce
Meiji University
Tokyo, Japan


Conference Co-Chairs
Takamichi Inoue, Meiji University
Masato Shoji, Takachiho University
Stephen L. Vargo, University of Hawaii at Manoa
Robert F. Lusch, University of Arizona





Monday, 17th September 2012


Welcome Reception

Cafe Panse (Meiji University, Academy Common), Sponsored by School of Commerce, Meiji University


Thuesday, 18th September 2012

8:40 Registration, Meiji University, Academy Common Victory Floor (2nd floor)
9:00-9:10 Welcome Speech

Keynote Speech1

Stephen L. Vargo(University of Hawaii at Manoa) and Melissa Archpru Akaka(University of Denver)
A Service Ecosystems Approach for International Marketing


Keynote Speech2

Robert F. Lusch (University of Arizona)
Thinking Out Loud: Institutions 1.0

10:40-11:20 Keynote Speech3
Junichi Muramatsu (Hiroshima University)
C-D Logic and the Philosophy of "Ba": Logical Basis of Non-Separation of the Self and the Other

Keynote Speech3
Takamichi Inoue (Meiji University)

The Impact of Research on Service-Dominant Logic

12:00-13:00 Lunch

Session A (Room 2) Session B (Room 3)
Chair: Ippei Machida (Meiji University) Chair: Takashi Taguchi (Ibaraki Christian University)

Kazuo Kikuchi (Meiji University) and Tatsunosuke Kubota (JTB Business World Tokyo Corp.)
Co-Creation of Value and Changing Value-in-Context: Central Attention to the Case of Handgel of JTB Business World Tokyo Corp.

Rajeev Verma (Indian Institute of Management Indore)
A study of Service Delivery Innovation using Service Dominant Logic Approach: A Cross Market Comparative Analysis between India and Mexico
13:30-14:00 Denton D. Anthony (St. Francis Xavier University)
Idiosyncratic Consumers as Social Operant Resources: A Loyalty Program Perspective
Atsushi Kanazawa (Meiji University)
Co-creation of Value in Japanese Care Industry
14:00-14:30 Angeline G. A. Nariswari (University of Hawaii, at Manoa) and Stephen L. Vargo(University of Hawaii, at Manoa)
Translation of Market Practices: Reconceptualizing the Role of International Marketing in Value Co-creation
14:30-14:40 Coffee Break
14:40-15:10 Kazuma Imamura (Hiroshima University)
Manufacturer’s Dilemma at the Product Usage Stage
Heiko Wieland (University of Hawaii, at Manoa) and Melissa Archpru Akaka (University of Denver)
Innovation Co-Creation in Service Ecosystems
15:10-15:40 Akira Ohyabu (Okayama University of Science)
One Approach to Value Co-Creation Marketing: A Retail Case Study
Zhihua Zhang (Meiji University)
The Impact of User Experience on Product Evaluation
18:00 Dinner, Tokyo Garden Palace Hotel, Tenku-no-Ma (2nd floor)


Wednesday, 19th September 2012

Session C (Room 2) Session D (Room 3)
Chair: Kazuo Kikuchi (Meiji University) Chairs: Masato Shoji (Takachiho University), Susumu Maeda (Japan Small and Medium Enterprise Management Consultants Association)
9:30-10:00 Masato Shoji (Takachiho University)
An Investigation of A to A framework in a Japanese Mail-Order Company

Kosaku Morioka (Tokyo Keizai University) and Ikuo Takahashi (Keio University)
Value-in-Exchange, Experiential Value, and Value Co-Creation: An Empirical Analysis of Japanese Mobile Phones Markets

Noriaki Saito (Meiji University)
Resource Advantage Theory and Service-Dominant Logic
10:30-11:00 Takashi Taguchi (Ibaraki Chiristian University)
Co-creating Value Propositions in the Japanese Content Industry: Involving Key Actors in the Platform

Taku Kato (Kyorin University)
Store Development Strategy of the Mini-box Type Service Retailer based on Value Co-creation (presented in Japanese)

11:00-11:30 Yoshiro Fujioka (Hiroshima University)
Implementation of Value Co-Creation Strategy and Operational Strength in the “Ba”: An Application in Traditional Japanese Culture

Kazuo Ishikawa (Senshu University)
Service Dominant Logic and Past Marketing Thought: Focusing on Changes of the Daily Life Philosophy of Marketers (presented in Japanese)

11:30-12:00 Closing Remarks, Room2



S-D Logic in Japan

This program is open to the public


Chair: Masato Shoji (Takachiho University)

Room 1

Opening Remarks

Katsuhiko Yokoi (Meiji University)

13:20-14:00 Invited Speech
Robert F. Lusch(University of Arizona), Stephen L. Vargo(University of hawaii at Manoa), and Mitthew O'brien (Bradley University)

Service-Dominant Logic: Foundational Premises and Perspectives

Invited Speech
Takao Kondo (Meiji University)
Service-Dominant Logic and Innovation (presented in Japanese)


Invited Speech
Yukihiko Uehara (Meiji University)
Information Sharing and Value Creation (presented in Japanese)


Takamichi Inoue (Meiji University)
Potentiality of Service-Dominant Logic Research (presented in Japanese)

15:40 Closing Remarks