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The purpose of this paper is to present a reflexive review of ANTi-History written as a reply to a critique by James Reveley, published in the Journal of Management History, called “Firm objects: new realist insights into the sociohistorical ontology of the business enterprise.”

Reveley’s critique of ANTi-History focuses on three aspects, namely, matters of ontology, actors and relationalism. Using the logic of ANTi-History, the author reviews each and offers a reply.

This paper demonstrates that ANTi-History is inspired by amodern thought. This condition negates the need and desire to classify social and physical objects in the study of history. Drawing on Actor-Network Theory, ANTi-History assumes that historical actors are heterogeneous, and the consequence is that both human and nonhuman actors should feature in the study of history. The focus, in using ANTi-History, should be in-between the human and nonhuman actors that make up the past and history. This is the premise of using a relational lens.

The review of ANTi-History is structured as a reply to critiques of the approach. In reflecting on these criticisms, the author realizes that ANTi-History has gotten beyond its originators. As one of those originators, the author inspired to continue to develop its strange potential.

The world continues to grapple with grand challenges – climate change, pandemic, poverty, social injustice and diminishing resources – requiring mitigation if we are to focus on well-being and move towards a more sustainable future. Cultivating sustainable ecosystems offers a possible solution. The purpose of this paper is to understand how sustainable organizations at the meso level can nurture sustainable service ecosystems that provide the potential for greater well-being outcomes for individuals, business, society and the planet.

Case study data is gathered from 11 sustainable fashion organizations operating at the meso level within a complex ecosystem. The analysis includes interviews with founders and/or key managers and secondary information from company websites and publicly available reports.

The findings identify key value co-creation sustainable practices at the meso level that facilitate the function of the service ecosystem to create well-being outcomes. Value co-creation practices include – embedding a sustainable ethos; implementing sustainable strategies that embrace innovation, transparency and stakeholder collaboration; and incorporating sustainable communication practices that engage.

Encapsulating sustainability within macromarketing and service ecosystems enables the development of a sustainable service ecosystems framework that has the potential to offer enhanced well-being. Implications for marketing practice in terms of important factors that facilitate service-sustainable ecosystems to enhance well-being are considered.