The purpose of this paper is to explore the role of context in service provision and, more
broadly, in market co-creation. We oscillate foci from an individual actor at the micro level to …

Core to developing a general theory of markets, service-dominant (SD) logic suggests that
service is the fundamental basis of exchange (Vargo and Lusch, 2004). In turn,'Service …

This paper suggests an extension to the Vargo and Lusch (2004) proposal where the
fundamental unit of analysis is not the exchange itself but a marketing system within which …

This article is a tribute to the late Richard Normann, whose call for a “service
logic”(Normann, Reframing Business: When the Map Changes the Landscape, Wiley …

ABSTRACT Market System Dynamics (MSD) and Constructivist Market Studies (CMS) have
both emerged to return markets to the center of marketing thought. Arguing that the two fields …

The authors' ethnographic work on social norms is intended to unravel the noninstrumental
core of embedded markets. In offering a theory of “the invisible hand of social norms,” the …

Ongoing research on the service-dominant logic of marketing has identified consumers as
integrators of operant resources (physical, social, cultural) as they actively immerse …

Scholars have argued that the locus of economic value is increasingly shifting from tangible
resources to intangible resources such as information and knowledge, and from transactions …

This positioning paper is informed by our judgment that the mainstream research on
business marketing and marketing in general is losing its relevance and vigor because it …

Purpose–The purpose of this paper is to extend conceptually the context of service beyond
service encounters and servicescapes by applying a service-ecosystem approach to context …