This paper addresses the implications of an emerging, increasingly important way of
thinking about markets: systems thinking. A market is one of the most founational …

This positioning paper is informed by our judgment that the mainstream research on
business marketing and marketing in general is losing its relevance and vigor because it …

The purpose of this paper is to explore the role of context in service provision and, more
broadly, in market co-creation. We oscillate foci from an individual actor at the micro level to …

According to service-dominant logic (SD logic), all providers are service providers, and
service is the fundamental basis of exchange. Value is co-created with customers and …

This paper argues for an epistemological positioning of Consumer Culture Theory (CCT)
research beyond the lived experience of consumers. CCT, it is argued, brought sociocultural …

Marketing Theory 12 (2) 219–223© The Author (s) 2012 Reprints and permission: sagepub.
co. uk/journalsPermissions. nav DOI: 10.1177/1470593112444382 mtq. sagepub. com …

Recent research has suggested that consumers collectively co-create value through
consumption practices. This paper provides additional insights into value creation by …

This paper aims at filling a gap that we perceive to exist in the scientific literature as to
legitimacy, reputation and sustainability and their interrelationship to corporate and supply …

This introductory article on market innovation processes seeks to conceptualize market
innovations and elaborate on the processes through which such innovations are achieved …

The vocabulary and tactics developed by actor–network theory (ANT) can shed light on
several ontological and epistemological challenges faced by consumer culture theory …