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Stephen Hodgetts read the e-mail over and over again and still could hardly believe what he had read. He had just come back from his vacation, well rested and refreshed, and this e-mail had dampened his high enthusiasm. It took time to absorb such bad news and for Hodgetts to get over his incredulity.Yet in the end Hodgetts accepted the truth‐a deep, dark terrible truth that would not go away. Robert Davis, his business partner’s son, had confirmed in an e-mail his worst fears about their newest business partner, David Russ.Many thoughts were running through his mind simultaneously yet each screamed to be heard.“How could he and his partner Richard Davis have been so blind, so trusting?” “How could Russ not have heeded the advice of his business partner, Richard Davis, Russ’s former English professor?” And most important, “What was now going to happen to their new business?” Yet the one thought that continued to echo among them all was surprisingly a quote from Sir Arthur Conan Doyle’s beloved character, Sherlock Holmes: “But there are always some lunatics about. It would be a dull world without them.”

Although service research typically asserts that institutions coordinate actors’ value creation processes, institutions and resources are not necessarily transparent, aligned, or pre-existing. This paper aims to develop a more granular perspective on how actors coordinate for value.

Drawing on the established concepts of signaling and screening theory, this paper adopts a service marketing perspective to explore how independent heterogeneous actors coordinate for value creation at the individual level. Illustrative cases of corporate startup collaborations are presented in support of the proposed conceptual framework.

Actors share and acquire information through signaling and screening activities in a coordinative dialogue with other actors. These resource integration activities (for resource creation and matching) affect actors’ valuations and future actions.

The one-sided explanations of coordination in the existing literature reflect the dominance of the institutional theory. By contrast, the proposed agency-oriented perspective based on the integration of signaling and screening functions offers a more granular conceptualization of the resource integration process. As well as capturing how actors use coordinating dialogue to match resources and institutions, this account also shows that matching is a core element of resource integration rather than an antecedent. The findings indicate paths for future research that focus on the actor.