Purpose The growing service sector has experienced several revolutions that have
transformed the way services are created and delivered. In parallel, services increasingly …

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

This article contributes to the entrepreneurship literature regarding the empirical analysis of
the dyadic co-creation processes through which small and medium-sized enterprises …

Value co‐creation as a research topic has been a critical proposition of interest to a wide
range of disciplines. In recent years, the field of cultural heritage has also developed a range …

Self-adjustment processes are crucial for ensuring service system viability in the light of
emerging adoption of digital technologies that shape value co-creation. This article offers a …

This research examines social media users' value-creation processes and the drivers of a
start-up company's successful social media strategy. This research primarily aims to …

Sustainability, as well as the sustainable use of resources and related issues, has inspired a
long-lasting and lively debate among scholars of different disciplines. Due to under …

Emergent perspectives in marketing highlight new opportunities for leveraging social media
as a means to build customer–firm relationships through consumer engagement. Drawing …

Purpose The purpose of this paper is to provide a better understanding of the reasons why
people use or do not use carpooling. A further aim is to collect and analyze empirical …

Purpose Electronic Sports (eSports) is an emerging sector of the sports and entertainment
industry experiencing an accelerated increase in consumer and sponsor demand. This …