This paper argues that the theoretical foundation for studying the ecosystemic nature of
value creation is lacking within the public service logic (PSL). To address this limitation, the …

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

In the market-shaping literature, markets are viewed as the results of intentional and
planned acts. Market shapers do not often create technology themselves despite the fact that …

Digitalization and related transformation in services is disrupting existing businesses and
changing the positions and roles of incumbent and new players in the industry, as well as …

Numerous commentators note that marketing is entering its fifth era of evolutionary
development as a troubled discipline. Marketing's troubled evolutionary trajectory has led to …

To achieve the UN Sustainable Development Goals (SDGs), a marketing ecosystem
composed only of human producers, customers/consumers, and economic stakeholders is …

Many marketing phenomena involve a group's collective experiences; however, marketing
research largely focuses on an individual's experiences. This research argues that …

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 …

Are you prepared for the coming AI era? AI advances will profoundly change your daily
service interactions, so this book provides readers with a necessary understanding of …

Purpose Prior research acknowledges the lack of theorizing of markets within marketing.
This paper aims to capture the emerging themes linked to different conceptualizations of the …