Purpose – Actor engagement (AE) literature shows inconsistent understandings of engagement intensity. However, a holistic picture of the nature of AE intensity is foundational to advance empirical AE models and measurement frameworks. This paper provides a nuanced understanding of what...

Purpose – The purpose of this paper is to clarify how brand meaning evolves as an emergent property through the cocreation processes of stakeholders on multiple levels of a brand’s service ecosystem. This provides new insight into the intersection between brands, consumers and society, and...

The circular economy (CE) presents an alternative perspective to the linear take-make-use-dispose model prevalent in industrial value chains. CE envisions economies operating like natural ecosystems—restorative and waste-free, underpinned by principles such as reuse, repair, share, and...

Purpose – The purpose of this paper is to develop a holistic understanding for the shaping of resilient service ecosystems that considers tactics that act as stabilizing forces, and tactics that promote diversity and change and act as destabilizing forces – both central for service...

Purpose – Wicked problems require holistic and systemic thinking that accommodates interdisciplinary solutions and cross-sectoral collaborations between private and public sectors. This paper explores how public relations (PR) – as a boundary-spanning function at the nexus of corporate and...

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...

We explore S-D logic's development in the direction of a unifying paradigm that can provide the foundations for a general theory of the market and value cocreation. The evolution of S-D logic can be grouped into three periods: a formative period, spanning 2004 to 2007, that provided an...

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...