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The purpose of this article was to provide an outline of the citation practices of “Evolving to a new dominant logic for marketing” by Vargo and Lusch (2004) to identify and discuss the most prominent research topics in which citations were used and to suggest future research based on the results of the analysis.

The authors used a comprehensive framework of citation practices based on iterations of previous literature to analyze the relevant literature, which they identified by accessing, systematically and rigorously, every available contribution matching a set of criteria. The authors then categorized these contributions and highlighted the main topics of research interest in each category.

The findings identify some of the factors in the continuous development of SDL, the way this new marketing logic permeated the scientific debate, the infusion of Vargo and Lusch (2004) into several contributions framed in the new logic or justified through it, and a general perception of a default reference. Additionally, the findings highlight the main topics of research interest in each category.

The analysis enabled the detection of the original paper's influence through advances in service studies, pollination into other fields of research and continuous scientific debate. The authors have highlighted several avenues for research and proposed future research directions.

This research analyzed the effects of the spread of the SDL cornerstone article and emphasized the advantage of using an in-depth approach to the analysis of studies through a framework applied to more than 4,600 studies.

This paper explores whether, in the context of university–industry (U–I) collaboration, new innovation strategies can be developed through actors' interactions, the exchange of resources and the co-creation of value for and within the system. In the context of the U–I relationship, the innovation perspective can highlight the need to develop strategies that elicit new formulas of value co-creation, which then facilitate innovation as a result of actor collaboration.

A total of 45 public universities in Spain, representing 95% of the total, participated in qualitative research. Personal in-depth interviews with technology transfer officers (TTOs) were conducted by an external firm; in a second phase, two of the researchers conducted eight interviews with the directors of TTOs in those universities with higher rates of transfer.

Findings reveal that enterprises with a technological focus are strengthening their relationships with universities and attempting to build a university business ecosystem by designing strategies for value co-creation such as co-ownership, co-patenting, and co-invention.

The empirical research is conducted in Spain, and results should be interpreted according to this context. Future research should examine new contexts (other countries) to improve the robustness of the data and enrich the results, thus enabling generalization of the management consequences.

The results provide a means to design strategies under a new collaborative and innovating logic. The theoretical framework contributes to theory, with implications for management.

Digital transformation is a foundational change in how firms operate and deliver value to customers by using digital technologies to create new business opportunities. The purpose of this study is to offer a conceptual framework by reorganizing the elements of digital transformation, including resources, technology, capabilities and performance, into a workable process and investigating how firms integrate these resources, build new capabilities and transform them into enhanced performance.

This framework builds three blocks: resource integration, organizational capabilities and outcomes, exploring the impact of resource integration on outcomes through organizational capabilities. For resource integration, this study adopts a resource-based view (RBV) and service-dominant logic (SDL) to integrate organizational resources, including information technology (IT)-based resources, which play a role in moderating the effect of resource integration. Moreover, the author argues that firms’ capabilities have two levels: higher-order capabilities and lower-order capabilities, which will convert these resources through the capabilities into organizational performance.

This framework is built to understand the process of digital transformation and its antecedents for firms’ performance in business environments. Drawing on RBV, it provides a more holistic perspective that has been linked to resource integration, organizational capabilities and outcomes at the firm level. In this way, the theoretical basis for diminishing implicitness associated with the current perspective of digital transformation can be strengthened.

This paper offers a coherent discussion of digital transformation and explains the process of digital transformation, thus advancing prior work. The major contribution is connecting the process of digital transformation through which firms integrate resources, i.e. digital technologies and valuable, rare, inimitable and nonsubstitutable (VRIN) and nonVRIN resources as well, to build organizational dynamic capabilities based on RBV and SDL.

This paper aims to investigate whether and why the base of the pyramid (BOP) actors display passive innovation resistance because of which they reject service innovations without evaluation and forfeit potential to improve their well-being. The resourceness concept, referring to the outcome of how actors appraise and integrate resources in pursuit of a purpose at hand, is used as a theoretical lens to investigate the everyday consumption behaviour of BOP households and helps to investigate how and why passive innovation resistance occurs. The outcomes of the study help address important theoretical and practical considerations for the development of successful new service concepts at the BOP.

Narrative interviews with 29 households in Zambia provide data, from which patterns in how potential resources do or do not become real are identified and related to the concept of passive innovation.

Economic, social and other factors in the BOP context clearly influence non-random patterns of resource integration which are correlated with passive innovation resistance. This can lead to service innovations being ignored and/or misunderstood prior to evaluation for adoption. This is a risk to the potential positive impact of service innovation for poverty alleviation at the BOP.

Service innovation at the BOP must begin with a deep understanding of “how” and “why” consumers typically appraise and integrate potential resources to achieve a beneficial outcome in their context. To overcome the barrier of passive innovation resistance, marketing education must stimulate an understanding of potential benefits and motivation towards the change associated with the adoption of service innovation.

The findings support more successful service innovation strategies for the BOP, which can provide vital infrastructure for the alleviation of poverty.

The application of a service-dominant logic perspective in the BOP context and the conceptual linkage between resourceness and passive innovation resistance is novel. Valuable insights are gained for service practitioners at the BOP and for further conceptual development of innovation resistance in the BOP context.

Linkages play a strategic role in improving actor disposition and resource density in university–industry ecosystems. Due to the importance of interconnected ecosystems for the development of engaged universities, applying the service-dominant logic (SDL) perspective, the authors aim at developing theory on linkages that lead to a higher level of actor commitment and in turn result in increased actor disposition and greater resource density.

Data from semistructured interviews from four in depth case studies, known internationally as successful cases of university linkages development (Columbia Lab-to-Market Accelerator Network, Oxford University Innovation, Auckland Uniservices and the Münster Center for Interdisciplinarity), undergo qualitative analysis according to the Gioia methodology.

The results represent a contribution to the theory, as they highlight the strategic role of linkages in improving actor disposition and increasing resource density. Due to its shown importance, linkage is an element to be considered on its own in the innovation ecosystems configurations in the context of universities.

The results of the research have implications for university management, since they focus on how resources are mobilized and linked. The interactive roles of actors in ecosystems imply that the locus of value creation moves beyond the borders of the organization toward the linkages. Strategies for managing university–industry linkages (UIL) are presented.

To date there has not been sufficient theoretical or empirical contribution in the university–industry ecosystem context about the role of linkages to improve resource density through increased actor disposition.

This study aims to understand and explain how institutional change occurs at the level of value co-creation practices in service ecosystems. Despite the centrality of collective practices to the service ecosystems perspective, theoretically grounded explanations of how practices change and become institutionalized remain underdeveloped. Applying the theory of routine dynamics, this paper addresses two questions as follows: what does the institutional change mean at the level of value co-creation practices and what processes underlie these changes?

The study develops a conceptual framework that characterizes value co-creation practices as routines involving three aspects, namely, ostensive, performative and artifactual. As a key element in institutional change, the interplay between these informs an account of institutional change processes in service ecosystems.

The proposed conceptual framework specifies the conditions for institutional change in terms of value co-creation routines. First, any such change is seen to be grounded in alignment between changing institutional rules and the ostensive, performative and artifactual aspects of routines. Second, this alignment is seen to emerge through a dialectics of planned and practice-based activities during institutional change. An empirical research agenda is proposed for the analysis of institutional change processes in different service ecosystems.

This conceptual framework extends existing accounts of how service ecosystems change through the contributions of multiple actors at the level of value co-creation practices.

Non-profit organizations (NPO) contribute significantly to the welfare of citizens and communities. Engagement in volunteering is crucial for sustaining volunteer motivation and for the effective and efficient functioning of NPO, with significant implications for society at large. Yet, literature on volunteer engagement (VE) is limited to date. Grounded on service-dominant logic, self-congruity theory and self-determination theory, this study aims to understand what motivates VE and how it may evolve into a co-creation process valuable to NPO and its stakeholders.

Based on survey data collected from 450 volunteers, working with a diverse set of NPO, a comprehensive model of drivers and outcomes of VE was empirically tested using PLS-SEM, considering the mediating role of volunteers' congruence with the core values of the NPO.

The impact of volunteers' perceived autonomy, competence and relatedness on VE and its subsequent role in volunteers' loyalty and extra-role engagement behaviors (i.e. co-development, influencing and mobilizing behaviors) were validated. Moreover, the study validates value congruence as an internalizing mediating mechanism in the engagement process, a role that has been implied but not empirically tested.

The study contributes to the engagement and volunteering literature, which despite an unprecedented parallel have developed almost independently, with limited reference to one another. As the nomological network of VE is still underexplored, the study extends the engagement literature to the volunteering sector, validating the key (but underexplored) role of self-determination needs and value congruence in driving VE and value co-creation behaviors. The study further adds to engagement research while addressing other actors' engagement beyond the customer–brand dyad. While adopting a seldom explored marketing perspective of VE, this study provides NPO valuable insights on how to manage and engage volunteers.