Purpose The aim of the paper is to address the widening theory-praxis gap in marketing. The authors propose that one viable solution to this challenge is involving practitioners in research processes as active, reflective and empowered participants. Most extant discussions addressing the...

Purpose The purpose of this paper is to refine an agenda concerning the theory–praxis gap to develop a foundation for a research tradition. Design/methodology/approach The paper synthesizes and builds on the suggestions in commentary articles by Kohli (2017), Leeflang (2017) and Möller...

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: For service research to develop as an applied social science there is the need to refresh the process of theorizing so it focuses not only on increasing new academic knowledge but also on knowledge that is managerially relevant. This paper aims to provide guidelines to achieve this....

Purpose: Recent research places an increased emphasis on the inclusion of the customer in value creation, learning and innovation processes; yet, there remains a gap in the understanding of just how such customer involvement may work. This paper aims to address this gap by examining two aspects...

Seeks to address the challenge of aligning IT systems and their use with the arena of value creation in customer relationships . It begins by characterizing value in customer relationships as being viewed along two dimensions; that of potency and of time. The interaction of these dimensions, and...

Purpose The purpose of this paper is to critique the adequacy of efforts to capture the complexities of customer experience in a business-to-business (B2B) context using input–output measures. The paper introduces a strategic customer experience management framework to capture the complexity...