The rise of unstructured data (UD), propelled by novel technologies, is reshaping markets
and the management of marketing activities. Yet these increased data remain mostly …

Over the past three decades, a rapidly expanding academic literature has investigated how
new markets are created and how existing markets are transformed, phenomena this article …

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

Abstract Service-dominant logic continues its evolution, facilitated by an active community of
scholars throughout the world. Along its evolutionary path, there has been increased …

This article demonstrates that the sales literature is converging on a systemic and
institutional perspective that recognizes that selling and value creation unfold over time and …

Applying grounded theory, we comprehensively categorize capabilities needed for market-
shaping and synthesize them into a conceptual framework that describes the process and its …

Consumers' interactions with smart objects have a relational nature, and extensive research
has supported the “relationship metaphor” as a fruitful way to understand consumer …

Customers increasingly rely on other consumers' reviews to make purchase decisions
online. New insights into the customer review phenomenon can be derived from studying …

Why and how do marginalized consumers mobilize to seek greater inclusion in and more
choice from mainstream markets? We develop answers to these questions drawing on …

Purpose–The purpose of this paper is to explore the social and cultural aspects of the
context that frames service exchange to better understand how value and experience are …