Marketing, and the business schools within which most marketing academics and
researchers work, have a fraught relationship with sustainability. Marketing is typically …

We explore SD logic's development in the direction of a unifying paradigm that can provide
the foundations for a general theory of the market and value cocreation. The evolution of SD …

This exploratory study investigates value co-destruction in the Business-to-Business (B2B)
context and examines the impact of actors' opportunistic behaviour on value co-creation …

Using a single case study of a multinational industrial organization, this article examines the
journey of a large technology manufacturer from goods-dominant logic to service-dominant …

Beauty and Wellness work in India happen largely in the informal sector and are heavily
gendered forms of work. The arrival of app-based on-demand platforms that aggregate …

Sustainability is a wicked social problem, one difficult to solve because market capitalism
inevitably produces ecological precarity. Consequently, marketing requires a paradigm shift …

In an era where Information and Communication Technologies (ICT) redefine the
boundaries of competition and collaboration, the concept of coopetition—simultaneous …

At the beginning of the millennium, consumer culture researchers predicted that people
would increasingly demand that marketplace actors subscribe to contemporary ethics of …

Vargo and Lusch (V&L) have claimed that there was a movement from a goods-dominant
logic to service-dominant logic in marketing. We problematise this narrative via attention to …

The purpose of this paper is to provide a state-of-the-art comparison of the conceptualization
of resources in 'Resource Interaction'(IMP) and 'Resource Integration'(SDL). Both are …