Purpose Artificial intelligence (AI) has a significant impact on value co-creation (VCC).
However, a study providing a comprehensive summary of the current state of the art and …

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 …

While service design has been highlighted as a promising approach for driving innovation,
there are often struggles in realizing lasting change in practice. The issues with long-term …

Social media technologies have given rise to influencers who shape the purchasing
behaviors of their followers (peer consumers), thus enabling consumer-initiated social …

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

The transformative potential of service design rests on its ability to enable people to
intentionally shape institutionalized social structures. To avoid simply reproducing social …

Though the customer journey (CJ) is gaining traction, its limited customer focus overlooks
the dynamics characterizing other stakeholders'(eg, employees'/suppliers') journeys, thus …

Eco-design is focused on incorporating environmental criteria early in the design process to
reduce the environmental impacts of new products. However, while services now represent …

This article presents a review of published articles on Transformative Service Research
(TSR), incorporating insights from user-led research to further understand how collaboration …

Abstract Service innovation emerged more than a decade ago and is considered as the
main source of competitive advantage between the market and firms. Due to the growing …