TOC: Mar Theory
Introduction
Marketing Theory, 19(1)
Editorial
Complexity and viability in service ecosystems
–Evert Gummesson, Cristina Mele, and Francesco Polese [] []
Managing advertising agency client partnerships for value co-creation: Characteristics, categories, and challenges
–Montserrat Díaz-Méndez and Michael Saren [] []
A market approach to social value co-creation: Findings and implications from “Mageires” the social restaurant
–Marianna Sigala [] []
Value proposition as a framework for value cocreation in crowdfunding ecosystems
–María José Quero and Rafael Ventura [] []
Conceptualizing resource integration as an embedded process: Matching, resourcing and valuing
–Angela Caridà, Bo Edvardsson, and Maria Colurcio [] []
Evaluating festival attributes adopting S-D logic: The mediating role of visitor experience and visitor satisfaction
–Orlando Troisi, Savino Santovito, Luca Carrubbo, and Debora Sarno [] []