Purpose – The value proposition concept and the stakeholder perspective have received relatively little attention within Service‐Dominant (S‐D) logic. This paper sets out to explore value propositions in the context of S‐D logic, within the multiple stakeholder domains that form part of...

Purpose – Research into the identification and development of value propositions has recently been identified as a key research priority by the Marketing Science Institute. The purpose of this article is to identify and develop a process for value proposition deconstruction that can help...

Purpose: This paper aims to develop a conceptual framework based on the identification and examination of the mechanisms (termed “viability mechanisms”) under which market-shaping activities yield the emergence of a viable market: one able to adapt to the changing environment over time...

Purpose: This paper aims to conceptualize and characterize service ecosystems, addressing calls for research on this important and under-researched topic. Design/methodology/approach: The authors draw on four meta-theoretical foundations of S-D logic – resource integration, resource density,...

The concept of value in relationship marketing is a theme of increasing interest. This paper examines the concepts of employee value, customer value and shareholder value and the linkages between them. It reviews research on the service‐profit chain framework and other related models and then...

Purpose – Scholars identify the value proposition as representing the essence of strategy and the firm's single most important organizing principle. However, research suggests less than 10 per cent of companies formally develop value propositions. The purpose of this paper is to undertake case...

Purpose – The paper aims to consider the neglected area of customer relationship management (CRM) and customer management's “dark side”; and identify the key types of dark side behaviours of service providers as well as integrated approaches to CRM that will assist in overcoming dark side...

Purpose This paper aims to review the growth and development of the field of relationship marketing and, through a consideration of this body of work, identifies key research priorities for the future of relationship marketing. The paper also delineates the frequently confused associated...