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...

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...

This book honours the contribution Professor Pascale Quester has made to academia and higher education, through her research, teaching, and leadership. As such, it provides readers with a comprehensive, contemporary perspective on marketing practice with an emphasis on the role of marketing in...

Purpose – Actor engagement (AE) literature shows inconsistent understandings of engagement intensity. However, a holistic picture of the nature of AE intensity is foundational to advance empirical AE models and measurement frameworks. This paper provides a nuanced understanding of what...

This paper investigates the Critical innovation characteristics that influence the acceptability of a new pharmaceutical product format as perceived by medical service providers. Professional service providers act as quot;surrogate adoptersquot; as they decide about the adoption of a product...

The objective of this eBook is to bring service experience co-creation into the spotlight and to present state-of-the-art research that advances our understanding of this phenomenon and provides future directions for researchers and practitioners. As a whole, this eBook serves as an opening to...

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...