Some time ago, we learned that the HighWire Press platform supports the activation of OpenURLs in the reference sections of selected journals. This allows us to link these references to the corresponding MPG/SFX service menus, e.g.:

Users from MPG will now find MPG/SFX links on following HighWire-hosted journal platforms:

• GeoScienceWorld, see Example
• Oxford Journals, see Example
• PNAS, see Example
• Rockefeller University Press, see Example
• Sage, see Example
• Science, see Example

Please note that OpenURL links are currently displayed for selected journal references only, but Oxford University Press already announced:

Future releases will include functionality to display OpenURL links for a wider range of references (for example, books) as well as additional metadata fields in OpenURL-encoded links (e.g. issue values).

… that sounds promising!