Although brands are acknowledged as significant assets in a firm's value creation and differentiation process, branding literature often describes opposing perspectives and contradictory demands. This article develops a framework of three strategic brand management archetypes that provide new...

Recognising the importance of value-creating systems in action is vital for understanding how value is co-created through resource integration and mutual service provision. Value-creating systems are inherently dynamic and grounded in on-going human action. This article adopts structuration and...

This Handbook brings together 49 international specialists to address an issue of increasing importance for the world’s post-industrial economies; innovation as it relates to services.