TOC: Mar Theory


Marketing Theory, 19(1)


Complexity and viability in service ecosystems
Evert Gummesson, Cristina Mele, and Francesco Polese [Publisher] [Google Scholar]

Managing advertising agency client partnerships for value co-creation: Characteristics, categories, and challenges
Montserrat Díaz-Méndez and Michael Saren [Publisher] [Google Scholar]

A market approach to social value co-creation: Findings and implications from “Mageires” the social restaurant
Marianna Sigala [Publisher] [Google Scholar]

Value proposition as a framework for value cocreation in crowdfunding ecosystems
María José Quero and Rafael Ventura [Publisher] [Google Scholar]

Conceptualizing resource integration as an embedded process: Matching, resourcing and valuing
Angela Caridà, Bo Edvardsson, and Maria Colurcio [Publisher] [Google Scholar]

Evaluating festival attributes adopting S-D logic: The mediating role of visitor experience and visitor satisfaction
Orlando Troisi, Savino Santovito, Luca Carrubbo, and Debora Sarno [Publisher] [Google Scholar]