Purpose – This paper seeks to argue that a business‐marketing outlook is a lucid perspective for enhancing the value of business school faculty services provision and administration. Given the number of scholars worldwide in the area of business marketing (several hundred) compared with the...

Purpose Recent research demonstrates how firms strive to shape their business environment and level the playing field in their favor. To explain this phenomenon, business scholars use competing notions: markets, business networks and service ecosystems. The purpose of this paper is to identify...