Customers and employees can co-create a resolution following a service failure through integrating their resources. Their activities and interactions during resource-integration shape the customers' service recovery experiences. Prior research overlooks resource integration between all involved...

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...