Otago MBA Blog

Otago MBA Marketing Lecturer, Associate Professor David Ballantyne, and colleagues Dr John Williams and Dr Rob Aitken, from the Department of Marketing were special issue editors of the Industrial Marketing Management (IMM) special issue, which contains the revised versions of papers presented at Otago Forum 2 hosted by the University of Otago School of Business in December 2008.

The aim of the forum was to stimulate business research with a service orientation, especially research involving collaboration with industry. The special edition also included their co-authored introductory article entitled “Introduction to service-dominant logic: From propositions to practice”.

The General Editor of IMM had this to say about the edition:

"This second issue for 2011 focuses on service-dominant logic. Developed by David Ballantyne, John Williams and Robert Aitken (all of the University of Otago), it represents the first time any journal has devoted a special issue to the application of the service-dominant logic paradigm to the industrial marketing arena. In their excellent introduction to this issue, Ballantyne, Williams and Aitken present a brief evolution of marketing thinking from the traditional goods dominant logic that formed the basis for marketing thinking for well over one hundred years, through the emphasis on service-dominant thinking introduced by Vargo and Lusch [in 2004].”

 -Extract from: La Placa, Peter, Letter from the editor, Industrial Marketing Management, 40(2):176.