Since Prahalad and Ramaswamy published their seminal text, vast literature on value
cocreation has emerged. Yet value cocreation still suffers from the lack of a clear consensus …

This paper outlines the development of research in the domain of service (s) marketing from
its birth as an area of academic study in the 1960s/1970s to the current time. It identifies four …

Purpose Understanding customers is critical for service researchers and practitioners.
Today, customers are increasingly active online, and valuable information about their …

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 …

This paper charts the evolution of public service logic's (PSL) conceptual framework
examining Stephen Osborne's work and some 20 other researchers using the framework. It …

Few recent topics in marketing have met such immediate popularity and critique as Vargo
and Lusch's service-dominant logic (SDL). While many have criticized SDL scholarship for a …

Purpose–The service‐dominant (S‐D) logic views supply chains as value co‐creation
networks. These networks promote knowledge growth amongst network members via …

In their study of consumer profiles over the past 20 years, Cova and Cova (2009) identify first
the individualistic consumer of the early 1990s, then the hedonistic consumer around the …

Purpose This study aims to investigate consumer perceptions of inauthenticity due to
adulteration of a narrative brand ending by using the research context of the final season …

RESUMO A saga Harry Potter tornou-se um dos produtos culturais de maior impacto do
século XXI. Seus fãs, chamados potterheads, relacionam-se em um espaço social …