Emergence in marketing: an institutional and ecosystem framework
نویسندگان
چکیده
Abstract Many core marketing concepts (e.g., markets, relationships, customer experience, brand meaning, value) concern phenomena that are difficult to understand using linear and dyadic approaches, because they emergent. That is, arise, often unpredictably, from interactions within complex dynamic contexts. This paper contributes the discipline through an explication of concept emergence as it applies theory. We accomplish this by first drawing on existing literature in philosophy, sociology, theory adaptive systems, then link extend understanding theoretical framework service-dominant (S-D) logic, particularly enhanced its service-ecosystems institutionalization perspectives. Our work recognizes both integral or interrelated processes creation, maintenance, disruption markets phenomena. conclude discussing implications for research practice.
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ژورنال
عنوان ژورنال: Journal of the Academy of Marketing Science
سال: 2022
ISSN: ['1552-7824', '0092-0703']
DOI: https://doi.org/10.1007/s11747-022-00849-8