Purpose The coronavirus (COVID-19) has had a tremendous impact on companies
worldwide. However, researchers have no clear idea of the key issues requiring their …

High academic interest and numerous theoretical and practical studies on service systems
and service ecosystems, paired with the accelerated evolution of the service (eco) system …

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

Innovation is increasingly a cocreative process centered on developing new solutions and
(re) shaping service ecosystems. Recent research provides important insights into the …

Purpose Successful commercialization is crucial to innovative firms, but further investigation
is needed on how diverse stakeholders can contribute to the commercialization of a radical …

There is an increasing managerial and scholarly interest in the agential efforts of firms,
consumers, public actors, and various collectives to influence market formation and …

Purpose Wicked problems require holistic and systemic thinking that accommodates
interdisciplinary solutions and cross-sectoral collaborations between private and public …

This paper analyzes how incumbent firms act to shape markets for new technology
alternatives. It introduces a framework that highlights important linkages between the …

There is a growing body of research into market shaping, the process whereby the
deliberate actions of market actors create or transform market systems. However, extant …

Purpose: The growing adoption of Industry 4.0 offers opportunities and promotes changes in
markets, business models, supply chains and operations. However, adopting new …