PurposeCombining institutional work and actor engagement (AE) literature, this paper aims to elucidate how the collective action of market shaping occurs through the interplay between market shapers’ institutional work and engagement of other market actors. While markets are shaped by...

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...

Considerable managerial and academic interest has made engagement a key priority in marketing and service research, spurring a rapidly increasing body of literature on this topic. Academic research initially explored customer engagement (CE) and customer engagement behavior within the...