Purpose: The purpose of this paper is to analyze whether triad structures, as the smallest unit of a network, can facilitate or inhibit the evolution into a service ecosystem. According to SD logic literature, the triad structure and the institutions that dominate the triads determine the...

Purpose: The purpose of this viewpoint is to analyze and interpret the author’s career as a researcher in marketing. Design/methodology/approach: This viewpoint applies case theory (Gummesson, 2017a), in which the author is the case. Findings: One should respect the difficulty of...