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Purpose – This chapter proposes three main objectives in relation to understanding customer involvement in business networks. First, to identify important aspects of the network structure and environment and how the actions of the customer and other network participants create and maintain these. Second, to identify and explore the mechanisms and processes of resource integration in the network. Third, to identify the capabilities and competencies that customers bring to the network, and to understand how these are enhanced and developed.

Methodology/approach – Conceptual.

Research implications – We recognize that aspects of the resources themselves are important and that the characteristics of the resource and the way in which partners align them were key components of resource analysis.

Practical implications – We note that the interaction of different operant and operand resource combinations opens new doors to customer knowledgeability and involvement, where power over either authoritative or allocative resources in itself will not guarantee value creation.

Social implications – We support the call for the development of more sociologically enriched and complex models of interagent resource exchange. In particular, we would advise the need for a better understanding of how different network structures and environments are created and maintained through domination, legitimation, and signification processes.

Originality/value of chapter – This chapter addresses the gap in our understanding of how customer involvement in business-to-business networks may influence learning, value cocreation, and innovation. This chapter makes an important contribution to research in the field in that it investigates how the inclusion of the customer in business networks alters current assumptions and practices.

Resource integration is a central idea within service-dominant logic (S-D logic), but there has been little scholarly research on this aspect of theory. This paper aims to explore resource integration between marketing agencies and their clients.

In total, nine case studies have been developed using a dyadic approach of interviewing clients and members of their agency teams. This is followed-up with presentations and workshops with over 200 practitioners who validated the findings and added new perspectives.

The key operant resources in the client/agency context have been identified. The ways the operant resources of the actors developed during the course of resource integration, building potential resources for future co-creation are shown. The differing perspectives of the actors to each other’s contribution are highlighted.

This study suggests that resource enhancement and development, as a result of integration, is important. For agency/client research, resource integration and development brings new perspectives complementing existing relationship approaches to research. The findings have implications for relationship marketing theory across business-to-business (B2B) contexts.

The findings suggest a resource integration approach that could be jointly addressed between agency and client in improving the way they work together. The discourse of co-creation suggests a way for them to talk about how to work together effectively. Suggestions are made for teaching.

This study develops the S-D logic theory through exploring resource enhancement and development in a B2B co-creation context. The dyadic nature of the research is novel in studying how marketing agencies and clients work together and new perspectives emerge from the approach.

This study aims to contribute to the scholarly fields of supply chain management (SCM) and service-dominant logic (SDL) by conducting a systematic literature review on business-to-business (B2B) marketing and SCM studies.

After the collection and refinement of 127 articles on SDL and SCM interface, descriptive and thematic analyses were applied to discover the current situation and the existing research streams in the literature.

The SDL-SCM literature focuses on five main research streams which are value co-creation and value-in-use, integration and relationship management, resource sharing, servitization and service supply chains. Each of them are explored in depth, and future research opportunities are proposed.

The research is limited with the selected articles. Future scholarly attention to the intersection between SDL and SCM will enhance the knowledge on these fields.

The study contributes to both of these fields by summarizing the existing scholarly research and proposing research opportunities for scholars. It is one of the first efforts to systematically review the interface between SCM and SDL.

This article seeks to advance a novel service network perspective, based on the service‐dominant logic, designated as service‐dominant networks (SDN).

Service‐dominant logic components serve to build and describe SDN. Specifically, resources and actors are key components, combined with activities and the process by which they become resources. A case study details the features of SDNs.

Service‐dominant networks exhibit unique, previously unaddressed features. According to the service‐dominant logic, components only become resources when they are integrated; thus, they disappear as resources after their integration, which means SDNs are fugacious: they (be‐)come and go. In addition, SDNs comprise one or more main intended activities that explain their existence, though these intended activities do not necessarily initiate any particular SDN. Rather, other critical incidents can initiate SDNs.

The features of SDNs proposed in this article have not been a focus of prior research. In particular, the dynamics and fugaciousness of SDNs are challenges for research and management.

This article offers the first proposal of a novel, service‐dominant network perspective. In a very general and abstract form, it identifies the features of SDNs.

Employees have traditionally played a major role in the customer ' s service experience. Yet self-service technology (SST) replaces the customer-service employee experience with a customer-technology experience. This paper seeks to use a service-dominant logic lens to gain fresh insight into the consumer experience of SST. In particular, it aims to consider the resources that are integrated when consumers use SSTs, their co-production role and what might constitute value.

The paper presents findings from 24 semi-structured interviews that focus on the everyday experiences of consumers in using SST. Both genders and all socio-economic categories within all adult age groups from 18 to 65+ were included.

There is a danger that organizations embrace SST as an economic and efficient mechanism to “co-create” value with consumers when they are merely shifting responsibility for service production. The paper identifies risks when customers become partial employees and concludes that customers should perceive the value they gain from using SST to be at least commensurate with their co-production role.

The qualitative study was confined to the consumer perspective. Future research within organizations and among employees who support consumers using SST would extend understanding, as would research within the business-to-business (B2B) context. Quantitative studies could measure the frequency and extent of the phenomena the authors report and assist with market segmentation strategies.

The application of service-dominant logic highlights potential risks and managerial challenges as self-service, and consequent value co-creation, relies on the operant resources of customers, who lack the tacit knowledge of employees and are less easy to manage. There is also the need to manage a new employee role: “self-service education, support and recovery”.

The paper draws attention to managerial challenges for organizations to ensure that SST adoption enhances and does not destroy value. Additionally, it highlights the importance of distinguishing between co-production and co-creation.

The purpose of this paper is to extend the understanding of innovation in service ecosystems by focussing on the role of values resonance in relation to the integration of brands, service systems and experience rooms.

An empirical, explorative case study of an innovative service system is carried out using a narrative approach and presented in the form of a saga.

Insights gleaned from the empirical study are used for conceptual developments. Analysis of the empirical case study is presented as four lessons linked to values, brands, service systems and experience rooms.

The paper extends a conceptual framework of innovative resource integration in service ecosystems. The paper also contributes four propositions to inform theory: values resonance is a basis for service innovation, the innovative integration of brands based on values resonance can foster innovation, the integration of resources across service system boundaries grounded in values resonance can enable innovation and the integration of experience rooms into a coherent servicescape based on values resonance can support novel forms of resource integration and value co-creation efforts in service ecosystems.

Applications of artificial intelligence (AI), such as virtual and physical service robots, generative AI, large language models and decision support systems, alter the nature of services. Most service research centers on the division between human and AI resources. Less attention has been paid to analyzing the entangled resource relations and interactions between humans and AI entities. Thus, the purpose of this paper is to extend our metatheoretical understanding of resource integration and value cocreation by analyzing different human–AI resource relations in service ecosystems.

The conceptual paper adapts a novel framework from postphenomenology, specifically cyborg intentionality. This framework is used to analyze what kinds of human–AI resource relations enable resource integration and value cocreation in service ecosystems.

We conceptualize seven different human–AI resource relations, namely background, embodiment, hermeneutic, alterity, cyborg, immersion and composite relation. The sociotechnical entangled perspective on human–AI resource relations challenges and reframes our understanding of interactions between humans and nonhumans in resource integration and value cocreation and the distinction between operant and operand resources in service research.

Our primary contribution to researchers and service providers is dissolving the distinction between operant and operand resources. We present two foundational propositions. 1. Humans and AI become entangled value cocreating resources in inherently sociotechnical service ecosystems; and 2. Human and AI entanglements in value cocreation manifest through seven resource relations in inherently sociotechnical service ecosystems. Understanding the combinatorial potential of different human–AI resource relations enables service providers to make informed choices in service ecosystems.

Purpose – The purpose of this essay is to explore further the concept of value cocreation from a service-ecosystems view, by considering the importance of networks and the configuration of relationships and resources in markets.

Methodology/approach – We use a conceptual approach to extend a service-dominant (S-D) logic, ecosystems view of value cocreation by drawing on the literature regarding networks in marketing and related research.

Findings – A service-ecosystems approach to cocreating value-in-context is proposed, which points toward networks as mediating factors in value cocreation because they influence the ability to access, adapt, and integrate resources by establishing exchange relationships and shaping the social contexts through which value is experienced.

Research implications – This research suggests that value cocreation is a complex and multidimensional process that is best studied in the context of dynamic networks or ecosystems of service exchange.

Practical implications – This research suggests that networks mediate value cocreation, and thus, firms should consider the configurations of relationships and resources to develop more compelling value propositions.

Social implications – This research draws on the idea that exchange relationships are embedded within society and suggests that processes of value cocreation not only draw on but also contribute to the social contexts that frame market exchange.

Originality/value of essay – This research extends the value cocreation and S-D logic literature by exploring the role of networks in service ecosystems. In this framework, networks are mediators of value cocreation because they enable access to resources and help to (re)shape social contexts through which value is derived.

The purpose of this paper is to explore the humanitarian service management categories that influence long-term transformation within complex community-based service ecosystems.

This study utilizes mixed methods to present a dynamic model that provides insight into the complexities of supplying, distributing and transporting charitable resources to underserved communities. The interdisciplinary study draws on the theory of service-dominant logic and service science, presents critical elements of transformative service research and uses system dynamics approach to propose a visual causal loop model.

This study develops a dynamic model for studying humanitarian service and value propositions in underserved communities. This paper combines the extant literature to emphasize key humanitarian service categories that influence, and are influenced by, service exchanges within community-based contexts.

This paper is limited in providing quantitative methods in analyzing the case study data. However, the research is still helpful in providing acumen via the causal loop diagram to specifically look into each variable and see their cause and effect relationships in the community-based ecosystem. The research represents an opportunity to model the humanitarian aid and relief scenarios to help make more effective decision-making interventions.

The model serves as a managerial tool to determine critical services that optimize resource utilization within the community-based service ecosystems. Insights from this research are broadly applicable to the contexts of humanitarian logistics and supply chain management (HLSCM) solutions for community-based ventures.

This paper conceptualizes how the management of service-for-service exchanges, logistics services and charitable donation management provides transformational humanitarian services and value propositions within underserved communities. This study further provides fundamental contributions by addressing research gaps in the HLSCM domain by supporting service research and the community-based context.

This paper explores how actors engage in the situated learning of resource integration (RI) within value cocreation practices (VCPs). VCPs are collectively shared and organized routine activities that actors perform to cocreate value.

This paper draws on a qualitative study of how successful music actors engage in VCPs and learn RI. Interviews and observations were used to collect data that were analyzed by drawing on the Gioia methodology.

The findings illuminate the types of VCPs actors engage in to learn RI, the ways in which actors learn RI by engaging in VCPs, and how social contexts condition actors' learning of RI.

This paper offers a framework for understanding actors' situated learning of RI by engaging in VCPs. It illuminates the VCPs that actors engage in to learn RI, how actors advance from peripheral to core participation through their learning, the ways in which actors learn RI by engaging in VCPs, and how social contexts condition actors' situated learning of RI. Implications for the scarce prior research on how actors learn RI are presented.

To contribute to innovative solutions and sustainable growth, managers and policymakers need to offer actors opportunities to learn and make space for actors with competencies that may be important and needed in future VCPs.

In focusing on how actors learn RI by engaging in VCPs, this study draws on theories of communities of practices and situated learning, as well as practice theoretical service research.