The emergence and evolution of service-dominant (SD) logic (Vargo and Lusch 2004a) has
drawn increasing attention toward the integration of resources, especially intangible and …

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

Service-dominant (SD) logic, a service-centered orientation that reframes the purpose and
process of economic exchange, has developed over the last 15 years into a metatheoretical …

Purpose This paper addresses the growing fragmentation between traditional and digital
service innovation (DSI) research and offers a unifying metatheoretical framework …

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

Advancement of the marketing discipline requires a marketing-based, general theory of
markets. However, most academic marketing is developed from normative theories of …

Using a single case study of a multinational industrial organization, this article examines the
journey of a large technology manufacturer from goods-dominant logic to service-dominant …

The present study critically explores and discusses the concept of value co-creation as
revealed and recognized in the research streams that have formed the conceptual basis for …

Service-dominant (SD) logic, introduced by Vargo and Lusch (2004), set in motion a
potential paradigm shift (Brodie, Lobler, & Ferher, 2019) in marketing in which the focus is …

This paper introduces a conceptual framework aiming to broaden the discussion on
resilience for the design of public services. From a theoretical point of view, the paper …