Purpose – This paper aims to provide an overview of the European Journal of Marketing 's special section on the Forum of Markets and Marketing, “Extending Service‐Dominant Logic”. Design/methodology/approach – The approach takes the form of a conceptual integration of core concepts in...

Purpose – The purpose of this paper is to respond to the criticism O'Shaughnessy and O'Shaughnessy made of service‐dominant logic in EJM , on behalf of both the paper and the worldwide community of scholars that have embraced S‐D logic as historically informed, integrative, transcending...

Purpose – This paper proposes a rejoinder to the O'Shaughnessy and O'Shaughnessy rejoinder to “Service dominant logic: a necessary step”, the commentary on their previous criticism of service‐dominant logic. Design/methodology/approach – This paper is a critical analysis of...

Purpose – The purpose of this paper is to propose and elaborate on a service‐dominant‐logic‐based conceptualization of relationship that transcends traditional conceptualizations. Design/methodology/approach – The paper consists of a review of traditional conceptualizations of...

Globally a new wave of retailers are threatening the viability of many wholesalers, especially smaller more vulnerable wholesale distributors, as these new wave retailers aggressively compete for the business customer. To better understand this new form of competition, a theoretical model is...

Purpose – The purpose of this paper is to examine shopper marketing through service-dominant logic and service ecosystem lenses. In doing so, the authors reveal challenges and opportunities for supply chain management. Design/methodology/approach – The work is conceptual, drawing on...

Purpose – The purpose of this paper is to reflect on actions and obstacles in the conceptual transition from mainstream service management (1970‐2000s) to a new approach synthesized in service‐dominant (S‐D) logic (2000s). Design/methodology/approach – The paper takes the form of a...