Market systems, stakeholders and value propositions : Toward a service‐dominant logic‐based theory of the market

Purpose – This paper aims to provide an overview of the European Journal of Marketing 's special section on the Forum of Markets and Marketing, “Extending Service‐Dominant Logic”. Design/methodology/approach – The approach takes the form of a conceptual integration of core concepts in S‐D logic, markets, and marketing. Findings – This special section provides insight into the complexity of markets by investigating markets as configurations and systems and how value propositions drive value co‐creation. Research limitations/implications – This introduction to the special section integrates individual contributions toward advancing S‐D logic and suggests that additional research in this area will help to develop a general theory of markets and marketing. Practical implications – The overview of this special section provides insight into how the development of a positive theory of the market(s) will help to further advance normative marketing theories and practice. Originality/value – This overview of the special section integrates multiple perspectives on complex, dynamic systems and discusses their contributions to the development of an S‐D logic‐based theory of the market.