Purpose – The purpose of this paper is to combine service science (service science, management and engineering, and SSME) and service dominant (S‐D) logic contributions with the network and systems‐based theories of many‐to‐many marketing proposed by Gummesson and the viable system...

Purpose – A large number of researchers and marketing textbooks see business marketing dominantly from the relationship marketing perspective. One can even talk about a “matrimony” of these domains; “RM=BM”. The Contemporary Marketing Practices studies, however, provide clear evidence...

Life nowadays is complex, dense, articulated, interconnected. All what we are observing, or researching on, always it deals with a complex mainframe in which individuals, communities, organizations, businesses, public and private entities daily interact with each other. These interactions seem...