– The purpose of this paper is to introduce a transformative service logic-based framework designed to help researchers and practitioners better understand resource integration in liminal periods.
– Using netnography, we show how consumers across four countries integrate resources, adopting different value creation practices following natural disasters.
– The authors’ novel framework extends current conceptualizations of social and economic exchange. Following a natural disaster, a state of ‘liminality’ occurs when the market economy is temporarily displaced by the moral economy, transitioning to a new transformative service logic.
– Important implications for theory and practice are discussed.
– This research proposes an organizing framework comparing the market economy logic and moral economy logic with the new transformative service logic.
