Purpose – The purpose of this paper is to highlight how systems thinking contributes to decision making in uncertain contexts that are characteristic of service systems. Based on the assumption that service systems face complex conditions, the paper posits that systems thinking may support the...

Purpose – The purpose of this paper is to offer a reflective account of the emergence of new marketing theory as seen through the lens of the Nordic School of Service. Design/methodology/approach – The paper is based on documents and the authors' self‐lived history and current involvement...

Purpose – The purpose of this paper is to frame innovation as a process of co‐creation according to a practice‐based view. Design/methodology/approach – The paper focuses on the innovation practices that occurred within the web contexts of ten companies. In accordance with netnography...

Purpose – The purpose of this paper is to distinguish experiences from practices and relate this distinction to current developments in value research within service‐dominant (S‐D) logic and the broader service domain. Design/methodology/approach – The paper provides a conceptual...

Purpose – The purpose of this paper is to investigate value co‐creation in assessing higher education (HE) teaching quality by acknowledging the influence of all interacting parties: teachers, students and general university service. The paper questions the appropriateness of student...

Purpose – Increased competition and more extensive customer needs have motivated companies to develop integrated solutions. In practice, companies struggle to co‐create effective solutions that meet customer needs. The purpose of this paper is to identify critical factors affecting the...