All marketing capabilities can be enabled by technology. One such technology–artificial
intelligence (AI)–holds significant potential for enabling marketing capabilities. While …

During the last decade, service-dominant (SD) logic (1) has taken a series of significant
theoretical turns,(2) has had foundational premises modified and added and (3) has been …

This manuscript addresses growing concerns about the impact and relevance of the
marketing discipline and its ability to replicate itself through common theoretical, empirical …

Purpose This study aims to explore the extent to which internal marketing influences
employees' perceived ability to deliver service quality in the Islamic banking industry in …

Abstract Adopting a Service-Dominant Logic lens, recent research within industrial
marketing contexts increasingly recognizes the role of operant resources in value co …

Purpose Resource integration is a central idea within service-dominant logic (SD logic), but
there has been little scholarly research on this aspect of theory. This paper aims to explore …

Purpose The purpose of this paper is to understand the factors influencing content
generation and community initiative in PESCs. Taking advantage of an emerging PESC …

A relationship approach to business is well recognized by both academia and business
practitioners. Though a superficial understanding of this concept makes it hard to separate …

The study complements the dominant interpretations of positioning in marketing
management research by introducing a relational perspective on positioning in the industrial …

The rapid growth of the technology industry has changed the condition of relationship
marketing. The business has simultaneously become more comfortable and more …