Extant research examines numerous aspects of co-creation and offers a volume of important
insights. We seek to build a clear understanding of the resulting co-creation research …

The commitment-trust theory (CT theory) of relationship marketing ushered in a new
marketing paradigm that shifted attention from discrete transactions to establishing …

Purpose The COVID-19 pandemic has created a crisis for healthcare systems worldwide.
There have been significant challenges to managing public and private health care and …

Although the topic of well-being has become an increasingly prominent topic of discussion
amongst scholars and practitioners alike, it has heretofore been given scant attention in the …

Purpose Emerging transformative service research (TSR) studies adopt a service system
lens to conceptualise well-being across the micro, meso and macro levels of aggregation …

Advanced services necessitate redistribution of activities and new value co-creation
processes and configurations, which are negotiated through interactions between …

Data-driven innovation (DDI) initiatives by microfinance institutes have transformed the
global poverty alleviation landscape. Despite the fact that relationship building is one of the …

Selling is facing an unprecedented process of change, which has been named the Sales
Transformation. Theory is also trying to define this phenomenon, by approaching it mostly …

The sales profession is fraught with customer rejection and defections. Understanding why
customers say “no” to a sales proposal is complex given that factors at the organizational …

The selling practice is facing an unprecedented process of change that is redefining the
logic of value co-creation and disrupting the nature of B2B relationships across several …