...-Dominant (S-D) logic, two experimental studies with US retail FLEs test how guardianship policy type, pay incentives and customer relationship strength shape policy fairness perceptions. Study 1 uses a 2 × 2 design to examine policy type and compensation. Study 2 introduces relationship strength...

... integration S-D logic Co-creation Service ecosystem Service dominant logic (SDL) All over the world, service ecosystems emerge and develop, made of interdependent networks of multiple interconnected actors who interact directly or indirectly (Ng and Wakenshaw, 2018). This rise has prompted...

... of this paper is to explore their theoretical interface that remains nebulous to date. Design/methodology/approach Building on a literature synthesis, the authors develop an S-D logic-informed “hamburger” model of service innovation that depicts the service innovation process, and its ensuing outcomes...

... in franchising is created differently depending on whether the franchisees are incumbent or prospective. Two theoretical approaches are used to build our arguments and our subsequent hypotheses: the S-D logic and signaling theories. Borrowed from the fields of marketing and entrepreneurship, these provide...