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Not that long ago, half of all sales research was demonstrably if not unequivocally “atheoretical” (Williams and Plouffe, 2007). The foundational argument of this paper is that stronger theoretical development and application of theory in sales research is critical for the sales field to retain its relevancy. The purpose of this paper is to underscore that deliberate and cogent application of HWV (2018) is scant in the recent sales literature (over five years after publication in Journal of Marketing) for one or both of two reasons: scholars either do not understand the paper and/or are fearful of (mis)applying it.

More than simply introducing the articles to this special issue of the European Journal of Marketing (EJM), this paper also makes a number of important, overdue contributions. Although Hartmann, Wieland and Vargo’s JM (HWV, 2018) theoretical and conceptual paper has been well-received by the sales community, it has seen limited meaningful integration or application in sales research since its publication. This paper thus clarifies key misunderstandings and misperceptions with HWV (2018) so that sales researchers can more impactfully apply it to future sales research.

This paper identifies and then explains key aspects of service-dominant logic (S-D logic) and commonly misapplied and/or misunderstood aspects of HWV (2018) to guide future sales research. Ultimately, the overarching goal of this special issue of EJM is to focus a “spotlight” on sales theory development, while simultaneously demonstrating – through the five articles the special issue reports – that with purposeful effort, rich theoretical insights can effectively be applied to both “classic” and more current and emergent sales research topics.

Because HWV (2018) draw heavily upon S-D logic, it follows that some aspects of their article have been misinterpreted or misapplied by sales scholars. In particular, the critical concept of “crossing points” (both of the “thick” and “thin” variety) are explicated and detailed further, so as to afford sales researchers with better knowledge and insight on how to apply these key tools within HWV (2018).

The practical implications of this paper primarily revolve around further educating and clarifying for sales researchers “how” to better apply HWV (2018) to sales research, rather than simply citing it in passing. The paper also concludes by providing a summary and introduction to each of the five EJM special issue articles.

The originality and value of this paper and this special issue of the EJM is twofold. First, both this paper and the entire special issue itself emphasize the ongoing importance of advancing sales research through the meaningful and cogent application of theory. Second, the paper demonstrates that purposeful effort can lead to successful applications of HWV (2018) – as exhibited by the five articles in the EJM special issue – such that rich theoretical insights can be woven into both traditional and contemporary sales research topics.

Grassroots activists leverage innovative, justice-oriented strategies to address wide-scale problems like climate change, life-threatening poverty, threats to Indigenous land rights, and racialised incarceration while simultaneously navigating highly localised issues like food insecurity. In the United States, urban activists are associated with large-scale demonstrations and social justice campaigns, yet rural community leaders have been campaigning against inequality and racism for decades, rarely receiving similar nuanced attention. Beyond differences in awareness and recognition, rural and urban activism generally operate independently from one another. However, more robust alliances across community types are needed more than ever to tackle today’s most pressing social problems. In this chapter, the authors draw on their scholarship on urban and rural activism to show that both varieties share common features, including a critical, political, and sociological consciousness with a core mission of social justice through community mobilisation. From this, the authors discuss common differences between urban and rural activism, reflect on the role of activist scholars in supporting (more unified) struggles for justice, and address some critical issues regarding academics who wish to study or work with activists and social movements.

The contemporary practice of ‘craftivism’ – which uses crafts such as knitting, sewing, and embroidery to draw attention to ‘issues of social, political and environmental justice’ (Fitzpatrick, 2018, p. 3) – has its origins in centuries of radical craft work, where women and marginalised peoples in particular, employed crafts to protest, take a stand, or raise awareness on issues that concern them. This chapter explores how crafts are being used to highlight key social and criminal justice issues that are of concern to criminologists, including the missing and murdered, state and institutional violence, and sexual abuse and violence. In canvassing the ways in which craft is being used to draw attention to, document, memorialise, demand change, and heal, this chapter considers why criminologists would benefit from being attentive to the strategies craftivists are using to challenge the status quo and make visible the invisible.

The purpose of this study is to understand how and why consumers engage in market-shaping activities on behalf of firms.

This study uses a combination of archival, netnographic and interview methods to examine how consumers responded to the entry of Tesla into the U.S. automotive market.

Consumers are driven to engage in supportive institutional work by the culturally resonant ideologies embodied in Tesla’s strategic orientation. This work takes both discursive and practical forms and sees consumers adopting responsibilities typically associated with other actors, including activists and sales professionals.

In developing an account of an understudied phenomenon – consumers’ firm-supportive market shaping – this research extends theorization around institutional work and cultural branding.

This study aimed to develop and test the impact of a social media-based intervention for improving the business skills and income of young smallholder farmers.

First, the researchers used an exploratory approach to develop a social media-based intervention for acquiring business skills and improving income. Second, the researchers tested the effectiveness of the developed programme on a sample of 506 young smallholder farmers. Finally, the intervention and data collection took place over five years (2017–2021).

The result showed steady improvements in business skills and income from 2017 to 2021 for the treatment group, unlike the control group. Also, improvements in business skills led to a reduction in expenses and an increase in profit from 2017 to 2021. A further evaluation of the result showed that an addition of 5.1 mean scores in business skills led to the addition of $91 income between 2017 and 2018; for 2018–2019, 2.6 improvements in business skills increased income by $123. For 2019–2020, a 2.7 improvement increased income by $209, whilst for 2020–2021, a 1.6 improvement increased income by $320.

The results of this study could help explore ways of using social media to change behaviour aimed at improving income amongst young smallholder farmers.

This special issue aims to address the complexities and dynamics in contemporary China’s citizen-making processes, with a focus on the educational dimension.

The four articles in this special issue present citizen-making processes in both educational and cultural arenas. Based on the rich, first-hand data collected inside and outside China, the researchers revealed the dynamics of the educative processes, as the interplay of different mechanisms produces new understandings of citizenship practice.

This special issue sheds light on the rise of new types of citizens, who are emerging at the grassroots level in China, beyond the state’s strict direct regulations, along with the rise of market forces and multicultural communities in Chinese society today. Contributors to this special issue have captured an ongoing change, in that the diversified citizen-making mechanisms are, to a certain extent, mitigating the party-state’s definitive monopoly on forging citizens and are creating new spaces for individuals to develop fresh forms of political subjectivity and citizenship practice. In this sense, we argue for the unpacking of the citizen-making processes in present-day China not only from the lens of state-dominated, top-down initiatives but also from that of participatory, bottom-up initiatives performed by grassroots groups with differentiated socio-economic statuses and cultural traditions.

This special issue can be regarded as a contribution to the growing field of Chinese citizenship studies, which constitutes an integral part of the unfinished project of citizenship after orientalism.