Schedule

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9:30 to 10:00 a.m.	Informal coffee and light breakfast
10:00 to 10:05 a.m.	Welcome by Interim Dean Hochstein and Introduction of Drs. Vargo and Lusch and Introduction by Chair of panellists-experts (Michèle Paulin)
10:05 - 11:15 a.m.	PART I Professors Vargo and Lusch presentation #1: “From a Goods-Dominant Logic and its “Fixes” to A Service-Dominant Logic (SDL) of Marketing” Discussion – points that need to be addressed to link with afternoon discussions and presentations: Transition in research and teaching terminology-semantics from GDL to SDL: difference between “consuming” and “customer”– leading to afternoon presentation when “service” treats “customers” as consumers – Are we co-creating or co-destructing in the service experience? Why do we need to change? Why culture is an important contextual element to integrate with SDL?
11:15 - 11:30 a.m.	Break
11:30 a.m. to 12:30 p.m.	PART II Professors Vargo and Lusch presentation #2: “From the individual to the relational market: value co-creations, innovations and new markets ” Discussion – points that need to be addressed to link with afternoon discussions and presentations: Moving conceptual developments of GDL to SDL, research “methodologies and metrics” Is technology an operant resource? Where does context-service atmospherics fits in the SDL? Are we addressing the right questions, measures, methods?
12:30 to 1:15 p.m.	Light Lunch
1:15 - 3:15 p.m.	Part III Panellists-experts bring their perspectives to the table Panel members will each make 10-minutes presentations highlighting the major thrust of their research and implications with the SDL to open the discussion-link with audience and guest speakers (10-minutes) Is the customer an “operand or an operant resource?” Examples of co-destruction performance? E-WOM, negative WOM and disruptive behaviors (Jean-Charles Chebat) (10 minutes presentation and 10 minutes for interaction) 1:15-1:35 p.m. Do we consider the “context” or Atmospheric influences from a “consumer behaviorist model” or from a logic of dialog, experience and co-creation?(Richard Michon) 1:35 -1:55 p.m. Do we use GDL perspective to look at culture or is Culture viewed as a mediating strategic aspect of SDL respecting contextual diversities people, physical and emotional elements? (Roy Toffoli) 1:55 - 2:15 p.m. 2:15 - 2:25 p.m. Short break Experiential determinants of value assessments? A real case scenario – Linking Theory and “Real” Business Practice Experience Context (Jordan Le Bel) 2:25 - 2:45 p.m. From GDL Service innovativeness and hybrid value creation to an SDL model: “Customer-focus” measures and methods. (Thomas Dotzel) 2:45 - 3:05 p.m. Value propositions and actualizations in business “with” business relationships (Michèle Paulin) 3:05 - 3:25 p.m.
3:25 - 4: 00 p.m.	Conclusion Professors Vargo and Lusch: “Toward a theory of the market” Closing remarks by Workshop Chair (Michèle Paulin)