Advertisement

Journal of the Academy of Marketing Science

, Volume 44, Issue 1, pp 5–23 | Cite as

Institutions and axioms: an extension and update of service-dominant logic

  • Stephen L. Vargo
  • Robert F. Lusch
Conceptual/Theoretical Paper

Abstract

Service-dominant logic continues its evolution, facilitated by an active community of scholars throughout the world. Along its evolutionary path, there has been increased recognition of the need for a crisper and more precise delineation of the foundational premises and specification of the axioms of S-D logic. It also has become apparent that a limitation of the current foundational premises/axioms is the absence of a clearly articulated specification of the mechanisms of (often massive-scale) coordination and cooperation involved in the cocreation of value through markets and, more broadly, in society. This is especially important because markets are even more about cooperation than about the competition that is more frequently discussed. To alleviate this limitation and facilitate a better understanding of cooperation (and coordination), an eleventh foundational premise (fifth axiom) is introduced, focusing on the role of institutions and institutional arrangements in systems of value cocreation: service ecosystems. Literature on institutions across multiple social disciplines, including marketing, is briefly reviewed and offered as further support for this fifth axiom.

Keywords

S-D logic Theory Institutions Service-dominant logic Ecosystems 

Notes

Acknowledgments

The authors would like to thank Heiko Wieland, Kaisa Koskela-Huotari and Zhen Tang for their assistance with the drafting of this article.

References

  1. Abernathy, W. J., & Clark, K. (1985). Innovation: mapping the winds of creative destruction. Research Policy, 14(1), 3–22.CrossRefGoogle Scholar
  2. Akaka, M. A., Vargo, S. L., & Lusch, R. F. (2013). The complexity of context: a service ecosystems approach for international marketing. Journal of International Marketing, 21(4), 1–20.CrossRefGoogle Scholar
  3. Alderson, W. (1957). Marketing behavior and executive action. Homewood: Richard D. Irwin.Google Scholar
  4. Alderson, W. (1965). Dynamic marketing behavior. Homewood: Richard D. Irwin.Google Scholar
  5. Alderson, W., & Cox, R. (1948). Towards a theory of marketing. Journal of Marketing, 8(2), 137–152.CrossRefGoogle Scholar
  6. Araujo, L., & Spring, M. (2006). Services, products, and the institutional structure of production. Industrial Marketing Management, 35(7), 797–805.CrossRefGoogle Scholar
  7. Arndt, J. (1981). The political economy of marketing systems: reviving the institutional approach. Journal of Macromarketing, 1(2), 36–47.CrossRefGoogle Scholar
  8. Arnould, E. J. (2006). Service-dominant logic and consumer culture theory: natural allies in and emerging paradigm. Marketing Theory, 6(3), 293–298.Google Scholar
  9. Arrow, K. J. (1987). Reflections on the essays. In G. Feiwel (Ed.), Arrow and the foundations of the theory of economic policy (pp. 727–34). NY: NYU Press.CrossRefGoogle Scholar
  10. Arthur, B. W. (2009). The nature of technology: What it is and how it evolves. New York: Free Press.Google Scholar
  11. Arthur, B. W. (2013). Complexity economics: A different framework for economic thought. Santa Fe Institute Working Paper 2013-04-012. Santa Fe: Santa Fe Institute.Google Scholar
  12. Arthur, B. W. (2014). Complexity and the economy. Oxford: Oxford University Press.Google Scholar
  13. Battilana, J., & D'Aunno, T. (Eds.). (2009). Institutional work and the paradox of embedded agency. New York: Cambridge University Press.Google Scholar
  14. Beinhocker, E. D. (2006). The origins of wealth: evolution, complexity, and the radical remaking of economics. Boston: Harvard Business School Press.Google Scholar
  15. Beinhocker, E. D. (2010). Evolution as computation: Implications for economic theory and ontology. Santa Fe Working Paper 2010-12-037. Santa Fe: Santa Fe Institute.Google Scholar
  16. Bello, D. C., Lohtia, R., & Sangtani, V. (2004). An institutional analysis of supply chain innovations in global marketing channels. Industrial Marketing Management, 33(1), 57–64.CrossRefGoogle Scholar
  17. Bernstein, W. J. (2004). The birth of plenty: How the prosperity of the world was created. New York: McGraw-Hill.Google Scholar
  18. Bettencourt, L., Lusch, R. F., & Vargo, S. L. (2014). A service lens on value creation: how marketing should enable strategic advantage. California Management Review, 57(1), 44–66.CrossRefGoogle Scholar
  19. Bill, J. A., & Hardgrave, R. L., Jr. (1981). Comparative politics: The Quest for theory. Washington, DC: Bell and Howell.Google Scholar
  20. Bourdieu, P. (1977). Outline of a theory of practice. Cambridge: The Press Syndicate of the University of Cambridge.CrossRefGoogle Scholar
  21. Brodie, R. J., Glynn, M. S., & Little, V. (2006). The service brand and the service-dominant logic: missing fundamental premise or the need for stronger theory? Marketing Theory, 6(3), 363–379.CrossRefGoogle Scholar
  22. Brodie, R. J., Saren, M., & Pels, J. (2011). Theorizing about the service dominant logic: the bridging role of middle range theory. Marketing Theory, 11(March), 175–191.Google Scholar
  23. Cannon, J. P., Achrol, R. S., & Gundlach, G. T. (2000). Contracts, norms, and plural form governance. Journal of the Academy of Marketing Science, 28(2), 180–194.CrossRefGoogle Scholar
  24. Carson, S. J., Devinney, T. M., Dowling, G. R., & John, G. (1999). Understanding institutional designs within marketing value systems. The Journal of Marketing, 63(Special Issue), 115–130.CrossRefGoogle Scholar
  25. Chandler, J., & Lusch, R. F. (2015). Service systems: a broadened framework and research agenda on value propositions, engagement and service experience. Journal of Service Research, 18(1), 6–22.CrossRefGoogle Scholar
  26. Chandler, J., & Vargo, S. L. (2011). Contextualization: network intersections, value-in-context, and the co-creation of markets. Marketing Theory, 11(1), 35–49.CrossRefGoogle Scholar
  27. Coase, R. H. (1937). The nature of the firm. Economica, 4(16), 386–405.CrossRefGoogle Scholar
  28. Coase, R. H. (1972). Industrial organization: A proposal for research. V. Fuchs (ed.) in Policy Issues and Research Opportunities in Industrial Organization: National Bureau of Economic Research (pp. 59–73).Google Scholar
  29. Commons, J. R. (1934). Institutional economics: its place in political economy. New York: Macmillan.Google Scholar
  30. Davis, L. E., & North, D. C. (1971). Institutional change and American economic growth. Cambridge: Cambridge University Press.CrossRefGoogle Scholar
  31. DiMaggio, P. J. (1988). Interest and agency in institutional theory. In L. Zucker (Ed.), Institutional patterns and organizations: Culture and environment (pp. 3–21). Cambridge: Ballinger.Google Scholar
  32. DiMaggio, P. J., & Powell, W. W. (1983). The iron cage revisited: institutional isomorphism and collective rationality in organizational fields. American Sociological Review, 48(2), 147–160.CrossRefGoogle Scholar
  33. DiMaggio, P. J., & Powell, W. W. (Eds.). (1991). “Introduction”. The New Institutionalism in Organizational Analysis (pp. 1–38). Chicago: University of Chicago Press.Google Scholar
  34. Duddy, E. A., & Revzan, D. A. (1953). Marketing: An institutional approach. New York: McGraw-Hill.Google Scholar
  35. Durkheim, E. (1912/2008). The elementary forms of the religious life [1912]. Oxford World’s Classics.Google Scholar
  36. Edvardsson, B., Tronvol, B., & Gruber, T. (2011). Expanding understanding of service exchange and value co-creation: a social construction approach. Journal of the Academy of Marketing Science, 39(2), 327–39.CrossRefGoogle Scholar
  37. Friedland, R., & Alford, R. R. (1991). Bringing society back in: Symbols, practices and institutional contradictions. In P. DiMaggio & W. W. Powell (Eds.), The New Institutionalism in Organizational Analysis (pp. 232–263). Chicago: University of Chicago Press.Google Scholar
  38. Giddens, A. (1984). The constitution of society. Berkeley: University of California Press.Google Scholar
  39. Giesler, M. (2008). Conflict and compromise: drama in marketplace evolution. Journal of Consumer Research, 34(April), 739–753.CrossRefGoogle Scholar
  40. Granovetter, M. (1985). Economic action and social structure: the problem of embeddedness. American Journal of Sociology, 91(3), 481–510.CrossRefGoogle Scholar
  41. Grewal, R., & Dharwadkar, R. (2002). The role of the institutional environment in marketing channels. The Journal of Marketing, 66(3), 82–97.CrossRefGoogle Scholar
  42. Gronroos, C. (2008). Service logic revisited: who creates value? And who co-creates? European Business Review, 20(40), 298–314.Google Scholar
  43. Gronroos, C., & Voima, P. (2013). Critical service logic: making sense of value creation and co-creation. Journal of the Academy of Marketing Science, 41(2), 133–150.CrossRefGoogle Scholar
  44. Gundlach, G. T., & Achrol, R. S. (1993). Governance in exchange: contract law and its alternatives. Journal of Public Policy & Marketing, 12(2), 141–155.Google Scholar
  45. Hakansson, H., Ford, D., Gadde, L. E., Snehota, I., & Waluszewski, A. (2009). Business in networks. Chichister: John Wiley and Sons.Google Scholar
  46. Harrison, D., & Kjellberg, H. (2010). Segmenting a market in the making: Industrial market segmentation as construction. Industrial Marketing Management, 39(5), 784–792.CrossRefGoogle Scholar
  47. Hawley, A. H. (1968). Human ecology. In D. L. Sills (Ed.), International encyclopedia of the social sciences (pp. 328–337). New York: Macmillan.Google Scholar
  48. Heide, J. B., & John, G. (1992). Do norms matter in marketing relationships? The Journal of Marketing, 56(2), 32–44.CrossRefGoogle Scholar
  49. Hinings, C., Tolbert, P. S., Greenwood, R., & Oliver, C. (2008). Organizational institutionalism and sociology: A reflection. The Sage handbook of organizational institutionalism (pp. 473–490).Google Scholar
  50. Holland, J. (2014). Complexity: A very short introduction. Oxford: Oxford University Press.Google Scholar
  51. Humphreys, A. (2010). Megamarketing: the creation of markets as a social process. Journal of Marketing, 74, 1–19.CrossRefGoogle Scholar
  52. Hunt, S. D. (1983). General theories and the fundamental explananda of marketing. Journal of Marketing, 47, 9–17.CrossRefGoogle Scholar
  53. Hunt, S. D. (2012). Toward the institutionalization of macromarketing. Journal of Macromarketing, 32(4), 404–411.Google Scholar
  54. Kates, S. M. (2004). The dynamics of brand legitimacy: an interpretive study in the gay men’s community. Journal of Consumer Research, 31(2), 455–464.CrossRefGoogle Scholar
  55. Kjellberg, H., & Helgesson, C.-F. (2006). Multiple versions of markets: multiplicity and performativity in market practice. Industrial Marketing Management, 35(7), 839–855.CrossRefGoogle Scholar
  56. Kjellberg, H., & Helgesson, C.-F. (2007). On the nature of markets and their practices. Marketing Theory, 7(2), 137–162.CrossRefGoogle Scholar
  57. Koestler, A. (1973). The tree and the candle. In W. Gray & N. D. Rizzo (Eds.), Unity through Diversity, pt I (pp. 287–314). New York: Gordon and Breach Science Publishers.Google Scholar
  58. Korkman, O., Storbacka, K., & Harald, B. (2010). Practices as markets: value co-creation in e- invoicing. Australasian Marketing Journal, 18(4), 236–247.CrossRefGoogle Scholar
  59. Latour, B. (2005). Reassembling the Social: An introduction to actor-network-theory. Oxford: Oxford University Press.Google Scholar
  60. Lawrence, T. B., & Suddaby, R. (Eds.). (2006). Institutions and institutional work. London: Sage.Google Scholar
  61. Lawrence, T. B., Suddaby, R., & Leca, B. (2009). Introduction: Theorizing and studying institutional work. In T. B. Lawrence, R. Suddaby, & B. Leca (Eds.), Institutional work: Actors and agency in institutional studies of organizations (pp. 1–28). New York: Cambridge University Press.CrossRefGoogle Scholar
  62. Layton, R. A. (2011). Towards a theory of marketing systems. European Journal of Marketing, 45(1/2), 259–267.CrossRefGoogle Scholar
  63. Lewin, K. (1939). Field theory and experiment in social psychology. American Journal of Sociology, 44(6), 868–896.CrossRefGoogle Scholar
  64. Loasby, B. J. (2000). Market institutions and economic evolution. Journal of Evolutionary Economics, 10(3), 297–309.CrossRefGoogle Scholar
  65. Loasby, B. J. (2001). Knowledge, institutions and evolution in economics. New York: Routledge.Google Scholar
  66. Lusch, R. F., & Brown, J. R. (1996). Interdependency, contracting, and relational behavior in marketing channels. Journal of Marketing, 60, 19–38.CrossRefGoogle Scholar
  67. Lusch, R. F., & Nambisan, S. (2015). Service innovation: a service-dominant (s-d) logic perspective. Management Information Systems Quarterly, 39(1), 155–175.Google Scholar
  68. Lusch, R. F., & Tay, N. (2004). Agent-based modeling: Gaining insight into firm and industry performance. In C. Moorman & D. R. Lehman (Eds.), Assessing marketing strategy performance (pp. 213–227). Cambridge: Marketing Science Institute.Google Scholar
  69. Lusch, R. F., & Vargo, S. L. (2006). Service-dominant logic as a foundation for a general theory. In R. F. Lusch & S. L. Vargo (Eds.), The service-dominant logic of marketing: Dialog, debate, and directions (pp. 381–420). Armonk: ME Sharpe.Google Scholar
  70. Lusch, R. F., & Vargo, S. L. (2014). Service-dominant logic: Premises, perspectives, possibilities. Cambridge: Cambridge University Press.Google Scholar
  71. Lusch, R. F., & Webster, F. E. (2011). A stakeholder-unifying, cocreation philosophy for marketing. Journal of Macromarketing, 31(2), 129–134.CrossRefGoogle Scholar
  72. Lusch, R. F., Vargo, S. L., & O’Brien, M. (2007). Competing through service: insights from service-dominant logic. Journal of Retailing, 83(1), 5–18.CrossRefGoogle Scholar
  73. Lusch, R. F., Vargo, S. L., & Tanniru, M. (2010). Service, value-networks, and learning. Journal of the Academy of Marketing Science, 38(1), 19–31.CrossRefGoogle Scholar
  74. Macneil, I. R. (1980). The new social contract: An inquiry into modern contractual relations. London: Yale University Press.Google Scholar
  75. Maglio, P., Vargo, S. L., Caswell, N., & Spohrer, J. (2009). The service system is the basic abstraction of service science. Information Systems and e-Business Management, 7(4), 395–406.CrossRefGoogle Scholar
  76. McAlexander, J. H., Dufault, B. L., Martin, D. M., & Schouten, J. W. (2014). The marketization of religion: field, capital, and consumer identity. Journal of Consumer Research, 41(3), 858–875.CrossRefGoogle Scholar
  77. McColl-Kennedy, J. R., Vargo, S. L., Dagger, T. S., Sweeney, J. C., & van Kasteren, Y. (2012). Health care customer value co-creation practice styles. Journal of Service Research, 15(November), 370–89.CrossRefGoogle Scholar
  78. Menard, C. (1996). Markets as institutions versus organizations as markets? Disentangling some fundamental concepts. Journal of Economic Behavior and Organization, 28(2), 161–82.CrossRefGoogle Scholar
  79. Merriam Webster Online: An encyclopedia of the Britannica Co. (2015) http://www.merriam-webster.com/dictionary/interaction.
  80. Merz, M., He, Y., & Vargo, S. L. (2009). The evolving brand logic: a service-dominant logic perspective. Journal of the Academy of Marketing Science, 37(3), 338–44.CrossRefGoogle Scholar
  81. Meyer, J. W., & Rowan, B. (1977). Institutionalized organizations: formal structure as myth and ceremony. American Journal of Sociology, 83(2), 340–363.CrossRefGoogle Scholar
  82. Mitchell, W. C. (1937). The backward art of spending money and other essays. New York: Augustus M. Kelley, Inc.Google Scholar
  83. Mitchell, M. (2009). Complexity: A guided tour. New York: Oxford University Press.Google Scholar
  84. Moeller, S. (2008). Customer integration – a key to an implementation perspective of service provision. Journal of Service Research, 11(November), 197–210.CrossRefGoogle Scholar
  85. Mokyr, J. (2002). The gifts of Athena: Historical origins of the knowledge economy. Princeton: Princeton University Press.Google Scholar
  86. Nicolini, D. (2009). Zooming in and out: studying practices by switching theoretical lenses and trailing connections. Organization Studies, 30(12), 1391–1418.CrossRefGoogle Scholar
  87. North, D. C. (1990). Institutions, institutional change, and economic performance. Cambridge: Cambridge University Press.CrossRefGoogle Scholar
  88. Orlikowski, W. J. (2007). Sociomaterial practices: exploring technology at work. Organization Studies, 28(9), 1435–1448.CrossRefGoogle Scholar
  89. Ostrom, E. (1990). Governing the commons: The evolution of institutions of collective action. Cambridge: Cambridge University Press.CrossRefGoogle Scholar
  90. Ostrom, E. (2005). Understanding institutional diversity. Princeton: Princeton University Press.Google Scholar
  91. Payne, A., Storbacka, K., & Frow, P. (2008). Managing the co-creation of value. Journal of the Academy of Marketing Science, 36(1), 83–96.CrossRefGoogle Scholar
  92. Payne, A., Storbacka, K., Frow, P., & Knox, S. (2009). Co-creating brands: diagnosing and designing the relationship experience. Journal of Business Research, 62(3), 379–389.CrossRefGoogle Scholar
  93. Peters, B. G. (2012). Institutional theory in political science: The new institutionalism. New York: Continuum International Publishing Group.Google Scholar
  94. Polanyi, K. (1968). The economy as instituted process. In E. LeClair & H. Schneider (Eds.), Economic anthropology (p. 126). New York: Holt, Rinehart and Winston.Google Scholar
  95. Ramaswamy, V., & Ozcan, K. (2014). The co-creation paradigm. Redwood City: Stanford University Press.Google Scholar
  96. Rand, W., & Rust, R. T. (2011). Agent-based modeling in marketing: guidelines for rigor. International Journal of Reserch in Marketing, 28(3), 181–193.Google Scholar
  97. Randall, W. S., Pohlen, T. L., & Hanna, J. B. (2010). Evolving a theory of performance based logistics using insights from service-dominant logic. Journal of Business Logistics, 31(2), 35–61.CrossRefGoogle Scholar
  98. Reckwitz, A. (2002). Toward a theory of social practices: a development in culturalist theorizing. European Journal of Social Theory, 5(2), 243–263.CrossRefGoogle Scholar
  99. Revzan, D. A. (1968). The holistic-institutional approach to marketing. In J. B. Kernan & M. S. Sommers (Eds.), Perspectives in marketing (pp. 97–136). New York: Appleton.Google Scholar
  100. Rindfleisch, A., & Moorman, C. (2003). Interfirm cooperation and customer orientation. Journal of Marketing Research, 40(4), 421–436.CrossRefGoogle Scholar
  101. Schumpeter, J. A. (1934, 1980). The theory of economic development. London: Oxford University Press.Google Scholar
  102. Scott, W. R. (2001). Institutions and organizations. Thousand Oaks: Sage.Google Scholar
  103. Scott, W. R. (2008). Institutions and organizations: Ideas and interests. Los Angeles: Sage.Google Scholar
  104. Shaw, E. H., Brian Jones, D. G., & McLean, P. A. (2010). The early schools of marketing thought. In P. Maclaran, M. Saren, B. Stern, & M. Tadajewski (Eds.), The Sage handbook of marketing theory (pp. 27–41). Los Angeles: Sage.Google Scholar
  105. Shaw, G., Bailey, A., & Williams, A. (2011). Aspects of service-dominant logic and its implications for tourism management: examples from the hotel industry. Tourism Management, 32(2), 207–214.CrossRefGoogle Scholar
  106. Sheth, J. N., & Parvatiyar, A. (1995). Relationship marketing and consumer markets: antecedents and consequences. Journal of Academy of Marketing Science, 23(4), 255–271.CrossRefGoogle Scholar
  107. Simon, H. A. (1945/1997). Administrative behavior: A study of decision-making processes in administrative organizations. New York: The Free Press.Google Scholar
  108. Simon, H. A. (1957). A behavioral model of rational choice. in Models of man, social and rational: mathematical essays on rational human behavior in a social setting. New York: Wiley.Google Scholar
  109. Simon, H. A. (1978). Rationality as process and as product of thought. The American Economic Review, 68(2), Papers and Proceedings of the Ninetieth Annual Meeting of The American Economic Association. 1–16.Google Scholar
  110. Simon, H. A. (1996). The sciences of the artificial. Cambridge: The MIT Press.Google Scholar
  111. Smith, A. (1980). The principles which lead and direct philosophical enquiries: Illustrated by the history of astronomy. In W. P. D. Wightman (Ed.), Essays on philosophical subjects (pp. 33–105). Oxford: Oxford University Press.Google Scholar
  112. Spencer, H. (1910). The principles of sociology. London: Appleton.Google Scholar
  113. Spohrer, J., & Maglio, P. P. (2008). Fundamentals of service science. Journal of the Academy of Marketing Science, 36(1), 18–20.CrossRefGoogle Scholar
  114. Spohrer, J., Maglio, P. P., Bailey, J., & Gruhl, D. (2007). Towards a science of service systems. Computer, 40(1), 71–77.CrossRefGoogle Scholar
  115. Stern, L. W., & Reve, T. (1980). Distribution channels as political economies: a framework for comparative analysis. Journal of Marketing, 44(Summer), 52–64.CrossRefGoogle Scholar
  116. Swedberg, R. (1991). Major traditions of economic sociology. Annual Review of Sociology, 17, 251–276.CrossRefGoogle Scholar
  117. Tay, N., & Lusch, R. F. (2005). A preliminary test of Hunt’s general theory of competition: using artificial adaptive agents to study complex and ill-defined environments. Journal of Business Research, 58(9), 1155–1168.CrossRefGoogle Scholar
  118. Tesfatsion, L. (2002). Agent-based computational economics: growing economies from the ground Up. Artificial Life, 8(1), 55–82.CrossRefGoogle Scholar
  119. Thornton, P. H., Ocasio, W., & Lounsbury, M. (2012). The institutional logics perspective: A new approach to culture, structure and process. Oxford: Oxford University Press.CrossRefGoogle Scholar
  120. Vargo, S. L. (2007). On a theory of markets and marketing: from positively normative to normatively positive. Australasian Marketing Journal, 15(1), 53–60.CrossRefGoogle Scholar
  121. Vargo, S. L. (2008). Customer integration and value creation: paradigmatic traps and perspectives. Journal of Service Research, 11(November), 211–215.CrossRefGoogle Scholar
  122. Vargo, S. L. (2009). Towards a transcending conceptualization of relationship: a service dominant logic perspective. Journal of Business and Industrial Marketing, 24(5), 373–78.Google Scholar
  123. Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(January), 1–17.CrossRefGoogle Scholar
  124. Vargo, S. L., & Lusch, R. F. (2006). Service-Dominant Logic: What it is, what it is not, what it might be. In R. F. Lusch & S. L. Vargo (Eds.), The service-dominant logic of marketing: Dialog, debate, and directions (pp. 43–56). Armonk: ME Sharpe.Google Scholar
  125. Vargo, S. L., & Lusch, R. F. (2008). Service-dominant logic: continuing the evolution. Journal of the Academy of Marketing Science, 36(1), 1–10.CrossRefGoogle Scholar
  126. Vargo, S. L., & Lusch, R. F. (2010). From repeat patronage to value co-creation in ecosystems: a transcending conceptualization of relationship. Journal of Business Market Management, 4(4), 169–79.CrossRefGoogle Scholar
  127. Vargo, S. L., & Lusch, R. F. (2011). It’s all b2b and beyond…: toward a systems perspective of the market. Industrial Marketing Management, 40(2), 181–187.CrossRefGoogle Scholar
  128. Vargo, S. L., & Morgan, F. W. (2005). Services in society and academic thought: an historical perspective. Journal of Macromarketing, 25(1), 42–53.CrossRefGoogle Scholar
  129. Vargo, S. L., Maglio, P. P., & Akaka, M. A. (2008). On value and value co-creation: a service systems and service logic perspective. European Management Journal, 26(3), 145–52.CrossRefGoogle Scholar
  130. Vargo, S. L., Wieland, H., & Akaka, M. A. (2015). Institutions in innovation: a service ecosystems perspective. Industrial Marketing Management, 44(1), 63–72.CrossRefGoogle Scholar
  131. Veblen, T. (1899/1934). The theory of the leisure class: an economic study of institutions. New York: The Modern Library.Google Scholar
  132. Venkatesh, A., Penaloza, L., & Firat, A. (2006). The market as a sign system and the logic of the market. In R. F. Lusch & S. L. Vargo (Eds.), The service-dominant logic of marketing: Dialog, debate, and directions (pp. 251–265). Armonk: ME Sharpe.Google Scholar
  133. von Mises, L. (2008/1949). Human action. The scholar’s edition. The Ludwig von Mises Institute, Alabama.Google Scholar
  134. Weld, L. D. H. (1916). The marketing of farm products. New York: Macmillan.Google Scholar
  135. Whitehead, A. N. (1911). An introduction to mathematics. Cambridge: Cambridge University Press.Google Scholar
  136. Williamson, O. E. (1975). Markets and hierarchies: Analysis and antitrust implications. New York: Free Press.Google Scholar
  137. Williamson, O. E. (1981). The modern corporation: origins, evolution, attributes. Journal of Economic Literature, 19(4), 1537–1568.Google Scholar
  138. Williamson, O. E. (1985). The economic institutions of capitalism. New York: Free Press.Google Scholar
  139. Williamson, O. E. (1988). The logic of economic organization. Journal of Law, Economics, and Organization, 4(1), 65–93.Google Scholar
  140. Williamson, O. E. (1991). Comparative economic organization: the analysis of discrete structural alternatives. Administrative Science Quarterly, 36(2), 269–296.CrossRefGoogle Scholar
  141. Williamson, O. E. (2000). The new institutional economics: taking stock, looking ahead. Journal of Economic Literature, 38(3), 595–613.CrossRefGoogle Scholar
  142. Yan, J., Ye, K., Wang, H., & Hua, Z. (2010). Ontology of collaborative manufacturing: alignment of service-oriented framework with service-dominant logic. Expert Systems with Applications, 37(2), 2222–2231.CrossRefGoogle Scholar
  143. Yang, Z., Su, C., & Fam, K. S. (2012). Dealing with institutional distances in international marketing channels: governance strategies that engender legitimacy and efficiency. Journal of Marketing, 76(3), 41–55.CrossRefGoogle Scholar

Copyright information

© Academy of Marketing Science 2015

Authors and Affiliations

  1. 1.Shidler College of BusinessUniversity of Hawai’i at MānoaHonoluluUSA
  2. 2.Eller College of ManagementUniversity of ArizonaTucsonUSA

Personalised recommendations