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...