Purpose – The purpose of this paper is to examine shopper marketing through service-dominant logic and service ecosystem lenses. In doing so, the authors reveal challenges and opportunities for supply chain management. Design/methodology/approach – The work is conceptual, drawing on...

Purpose – The purpose of this paper is to create awareness on the need for lifting up the level of analysis in service research by focusing on systems, networks, and ecosystems to contribute to the research expansion of the traditionally narrow view of service. Design/methodology/approach –...