Market systems, stakeholders and value propositions:Toward a service-dominant logic-based theory of the market

摘要

Purpose - This paper aims to provide an overview of the European Journal of Marketings 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 S-D logic, markets, and marketing.Findings - This special section provides insight into the complexity of markets by investigating markets as configurations and systems and how value propositions drive value co-creation. Research limitations/implications - This introduction to the special section integrates individual contributions toward advancing S-D logic and suggests that additional research in this area will help to develop a general theory of markets and marketing. Practical implications - The overview of this special section provides insight into how the development of a positive theory of the market(s) will help to further advance normative marketing theories and practice. Originality/value - This overview of the special section integrates multiple perspectives on complex, dynamic systems and discusses their contributions to the development of an S-D logic-based theory of the market.