Purpose–The collective, interactive aspects of service experience are increasingly evident in
contemporary research and practice, but no integrative analysis of this phenomenon has …

The proposed framework sheds light on the fundamental role that value propositions play in
service systems. Building on service-dominant logic from marketing and structuration theory …

Many core marketing concepts (eg, markets, relationships, customer experience, brand
meaning, value) concern phenomena that are difficult to understand using linear and dyadic …

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 …

Abstract Service-dominant logic continues its evolution, facilitated by an active community of
scholars throughout the world. Along its evolutionary path, there has been increased …

This article explores the role of institutions in innovation from a service-ecosystems
perspective, which helps to unify diverging views on innovation and extend the research …

Co-creation is described as a resource integration process involving actors that are linked
within a service ecosystem. This process occurs when value propositions attract actors to …

To strengthen the theoretical foundations of international marketing (IM), the authors
propose a framework for conceptualizing the complexity of the context that frames …

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 …

Purpose–The purpose of this paper is to explore the social and cultural aspects of the
context that frames service exchange to better understand how value and experience are …