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...

Purpose – The purpose of this paper is to respond to the criticism O'Shaughnessy and O'Shaughnessy made of service‐dominant logic in EJM , on behalf of both the paper and the worldwide community of scholars that have embraced S‐D logic as historically informed, integrative, transcending...

Purpose – This paper proposes a rejoinder to the O'Shaughnessy and O'Shaughnessy rejoinder to “Service dominant logic: a necessary step”, the commentary on their previous criticism of service‐dominant logic. Design/methodology/approach – This paper is a critical analysis of...

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 evaluated. Design/methodology/approach – The authors apply a conceptual approach to develop and propose a framework...

Purpose – The purpose of this paper is to extend conceptually the context of service beyond service encounters and servicescapes by applying a service-ecosystem approach to context and experiential view on value. Design/methodology/approach – We develop a conceptual framework of an extended...