As artificial intelligence (AI) and robots are increasingly taking place in practical service
solutions, it is necessary to understand technology in value co-creation. We conducted a …

Purpose This paper explores how service design can contribute to the evolution of health
service systems, moving them toward people-centered, integrated and technology-enabled …

This contribution benchmarks the 40th anniversary issue of the Journal of Macromarketing
with an updated and topically organized bibliography of articles that can be used by …

There is increasing interest in the marketing discipline to adopt an institutional perspective
when examining markets. This requires seeing markets as complex systems that evolve …

In the service era, markets are reconceptualized as systems of actors interconnected
through networked relationships based on resources exchange and producing value co …

Abstract Research into 'market-shaping'–the deliberate shaping by firms and other actors of
market behavior, structures, expectations and practices–has primarily taken either system …

In this article, we theorize how marketplace objects and their properties facilitate market
legitimacy. Adopting assemblage theory, we examine a politically contested market—the US …

Abstract Service ecosystems provide a valuable perspective for exploring value co-creation,
as they offer a relevant context to study dynamic resource integration processes. Although …

This paper is composed of scholarly essays that explore the problematic nature of
marketing's influence within the academy and organizations, potential explanations and …

This research extends literature on the emergence of service ecosystems by developing
new theoretical insight and explanation into how service ecosystems experience change …