The aim of this contribution is to discuss the evolution of marketing, arguing whether it is accomplishing a paradigm change. Starting from previous definitions of paradigm, we adopt the viable systems approach (<i><sc>v</sc>S<sc>a</sc></i>) as a general interpretation key useful for interpreting the evolution of...

The objective of this paper is to review recent developments in service theory and systems theory with a view to identifying common features between the two. In particular, the study explores the issue of whether so-called `smart service systems' can be understood in terms of the `viable systems...

Service science is an emerging discipline concerned with the evolution, interaction, and reciprocal cocreation of value among service systems (Maglio and Spohrer [Maglio, P. P., J. Spohrer. 2008. Fundamentals of Service Science. <i>Journal of the Academy of Marketing Science</i> <b>36</b>(1) 18-20.]; Spohrer...

Service systems engineering (SSE) focuses on the systematic design and development of service systems. Guided by a value proposition, service systems enable value co-creation through a configuration of actors and resources (often including a service architecture, technology, information, and...

There is an urgent interest in marketing to move away from neo-classical value definitions suggesting that value creation is a process of exchanging goods for money.<p> In the present paper, value creation is conceptualized as an integration of two distinct, yet closely coupled processes. First,...</p>

Service-based industries now dominate the most advanced economies of the world. There is, however, no fully interdisciplinary foundation for research into the development of service, per se. The creation of a service science has been proposed, which would bring into question many traditional...

Sustainability is a measure of the capacity of a certain process or state in any system to balance the needs of the present without compromising the ability of future generations to meet their own needs. One of the main challenges of sustainability is translating theory into action in the form...

This paper presents an original description and a semi-formal definition of the concept of a value proposition, which has been so far used in service science rather intuitively. Our approach is based on utility functions and conceptual modelling techniques. The proposed semi-formalization can be...

<b>Purpose:</b> In this paper we develop a resource allocation model for a service system. The uncertainty of the relationship between inputs and outputs of a process of co-creation of value by a service provider and a service recipient is modeled with a stochastic form of the technology function of...

Cloud software service is a modality for providing computer facilities and deploying software via the Internet. The concept combines Cloud Computing and Software-as-a-Service (SaaS). Cloud computing represents a contextual shift in how computers are provisioned and accessed....