In marketing and consumer research, consumers have been increasingly theorised as producers. However, these theorisations do not take all facets of consumers’ productive role into account. This paper mobilises both post-Marxist economics and post-Maussian socio-economics to develop the concept...

This special issue continues the critical engagement with the popular discourses of Prahalad’s value co-creation paradigm and Vargo and Lusch’s service-dominant logic of marketing. The intensity of the debate among marketing scholars over these two marketing and management concepts...