There is a growing body of research into market shaping, the process whereby the deliberate actions of market actors create or transform market systems. However, extant studies focus primarily on individual actors who shape markets for economic advantage in Western contexts. This study...

PurposeThe purpose of this paper is to extend existing engagement research in two directions: first, it operationalizes the dynamic nature of the engagement process within a customer-brand dyad and, second, it tests the interrelationships with other network actors in a triadic network...

Along with the perspective shift in marketing theory towards a Service-Dominant (S-D) logic and the change in consumer behavior, due to new media, the Customer Engagement (CE) concept is gaining increasing levels of scholarly interest. However, a lack of empirical scrutiny exists in the current...

Purpose – The purpose of this paper is to introduce a new business model logic, highlighting value processes in and properties of platform business models to inform business model thinking from a systemic and dynamic perspective. It challenges the idea of firms managing, influencing and...

Interestingly, while markets are at the center of social entrepreneurial activity in emerging economies, its academic debate remains narrow as it pictures markets as ‘given’ underestimating how markets can be intentionally shaped for social good. Drawing on a market systems approach this...

In today’s technology driven, highly dynamic and interactive business environment, the role of ‘customer engagement’ (CE) in co-creating customer experience and value is receiving increasing attention from business practitioners and academics alike. While considerable academic attention...