Purpose: The purpose of this paper is to propose a typology of institutions enabling or constraining customer centricity and value co-creation in service ecosystems; illustrate the various types of institutions with examples from healthcare; and provide case study evidence on how pharmaceutical...

Purpose – Service‐dominant logic of marketing claims that employees' knowledge and skills are the firm's only sustainable advantage. The purpose of this paper is to analyze the importance of branding in attracting the right employees. Design/methodology/approach – This paper employs the...

Purpose – Business and academia alike have become aware of the crucial role of customer‐to‐customer interactions. Facilitated by the increasing customer connectedness through online media possibilities, companies need to understand how customers influence each other and how to manage these...

Purpose: The purpose of this paper is to broaden extant understanding of actor engagement behavior beyond its currently dominant dyadic (micro-level) focus, by examining it from multiple levels of aggregation within a service ecosystem framework. Design/methodology/approach: This conceptual...