Purpose Innovative firms have rapidly developed artificial intelligence (AI) capabilities into
their service ecosystems, essentially changing perceptions of what is service quality and …

Purpose Several researchers struggle with designing, writing-up and reviewing case study
research, but constructing a template for describing and justifying methodological choices is …

Value co-creation for service innovations involves integrating inputs from multiple actors
within service ecosystems. Traditionally, value co-creation has been considered in light of …

Complex services, such as healthcare, struggle to realize the benefits of value co-creation
due to the substantial challenges of managing such services over the long-term. Key to …

Business-to-Business and broader marketing are increasingly influenced by the digital
transformation of business, leading to the evolution of new central marketing concepts (eg …

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 …

In order to solve the problem of weak innovation ability of marine ranching enterprises, it is
necessary to establish a collaborative innovation system involving multiple subjects to break …

Haute cuisine, the cooking style for fine dining at gourmet restaurants, has changed over the
last decades and can be expected to evolve in the upcoming years. To engage in foresight …

Purpose Service scholars are finding that institutions–enduring social structures, such as
rules, norms, beliefs–are increasingly important in theorizing on service-related phenomena …

Customers increasingly interact with firms across multiple touch points, which influence their
overall perceptions and their future choices. Drawing on social capital theory, we investigate …