Purpose: This study explores how value co-creation occurs at a network level in a service system comprising representatives of business, consumer, and community actors. The research centres on the following questions: 1) what kind of operand and operant resources are contributed and integrated...

Services are often difficult to understand and communicate, and as a result, difficult to position, differentiate, and sell. While important, understanding services as well-defined products has hardly received research attention although doing so offers a host of potential benefits. This...

Sponsors increasingly shift from large professional to community-based properties, as these can deliver an engaged audience and enable sponsors to demonstrate their corporate social responsibility (CSR). This research comprises two studies and shows that community-based sponsorship may improve...