Mar Theory
Introduction
Marketing Theory, 21(3)
POSTING TYPE: TOCs
It’s no joke: The critical power of a laughing chorus
—Olga Kravets [] []
Understanding value creation in digital context: An empirical investigation of B2B
—Daniela Corsaro and Alessia Anzivino [] []
Immersive imaginative hedonism: Daydreaming as experiential ‘consumption’
—Teresa Heath and Elizabeth Nixon [] []
Lone not lonely: Conceptualising the lone consumer servicescape through speciality coffee
—Claire McCamley and Leigh Morland [] []
Tickling tensions: Gazing into the parallax gap of the multicultural imaginary
—Sofia Ulver [] []
Commentaries
Splashing in deep waters of theory: A commentary section on Sandberg and Alvesson’s (2020) “Meanings of theoryâ€
—Domen Bajde, Eileen M. Fischer, Franck Cochoy, and Stephen Brown [] []
Clarifying and expanding the theory typology: A reply to readers’ comments
—Jörgen Sandberg and Mats Alvesson [] []