Table 7 Observed topics and issues with... | Emerald Publishing

Table 7

Observed topics and issues with proposed research questions

Category	Observed topics and issues	Research questions
Advance service studies	Conceptualizations of value	What are different conceptualizations of value? How do different conceptualizations of value manifest in service ecosystems? How do they interplay? In which (institutional) contexts do these manifestations emerge? How do actors navigate the contexts of these manifestations?
	Continued theoretical advances in SDL	How does service ecology emerge? What are the relationships between individual service ecosystems in service ecology (an ecosystem of service ecosystems)? How is value circulating in service ecology? What are the roles of individual actors in service ecotones? How do supra-institutions emerge?
	Implementing SDL in international marketing	What are the perspectives on value in different countries? How is value circulating between the countries with different perspectives on value? How do colliding institutions interact and merge into new intranational institutions?
	Novel and forthcoming issues in consumer behavior	How do millennials as digital natives exchange co-creating value in digital service ecosystems? How are interactions in such service ecosystems affecting their consumer behavior? How does the social context contribute to shaping value propositions in such digital service ecosystems?
	The role of employees in value co-creation	If employees are understood as actors within organizational actors in service ecosystems, what is their role in value creation? How is the role of employees in service ecosystems changing due to new technologies (e.g. service robots)? What institutions are emerging due to employee-customer-robot value co-creation?
	Continued advances in contrasting perspectives and other perspectives	How do the views on value creation within CDL, SL and other perspectives inform SDL and enable its further development?
Propagate	Customer engagement in service ecosystems based on the Internet of Things (IoT)	How is value circulating in service ecosystems based on IoT, in terms of actors, objects, time, and space? How are customer engagement mechanisms changing due to the new paradigms, such as IoT? What institutional disharmonies are leading to new forms of resource integration in service ecosystems based on IoT?
	Highlighting incongruencies between the extant (marketing) literature and SDL	How can traditional marketing models and tools be adapted to SDL? What new models and tools have to be adapted? How can critical views on institutional theory inform the institutional turn in SDL?
	Delivery systems and logistics	How is value circulating in service ecosystems comprising different types of sharing economy platforms? How are resources integrated into these different platforms? What institutions are guiding value creation in particular platforms?
	Crowd-based business models	What is the role of value proposition in crowd-based business models? How is value circulating in the reframed crowd-based business models? What are the actors, their roles, and their perceptions of value creation in crowd-based business models?
Position	Innovation	How is value circulating in service ecosystems promoting open innovation? What are the particularities of resource integration in such a service ecosystem? What are the actors, their roles, and their perceptions of value creation in this kind of service ecosystem? What institutions are emerging in such a service ecosystem? Are there institutional disharmonies arising due to multiple actors' differing interests? How do such disharmonies affect value co-creation?
Position	Ethics	How does ethics as a service ecosystem institution facilitate value creation? How does the non-ethical behavior of a particular actor shape the circulation of value in service ecosystems?
Default citations	Citations in this category are used too broadly for particular topics or issues to be identified

Category	Observed topics and issues	Research questions
Advance service studies	Conceptualizations of value	What are different conceptualizations of value? How do different conceptualizations of value manifest in service ecosystems? How do they interplay? In which (institutional) contexts do these manifestations emerge? How do actors navigate the contexts of these manifestations?
	Continued theoretical advances in SDL	How does service ecology emerge? What are the relationships between individual service ecosystems in service ecology (an ecosystem of service ecosystems)? How is value circulating in service ecology? What are the roles of individual actors in service ecotones? How do supra-institutions emerge?
	Implementing SDL in international marketing	What are the perspectives on value in different countries? How is value circulating between the countries with different perspectives on value? How do colliding institutions interact and merge into new intranational institutions?
	Novel and forthcoming issues in consumer behavior	How do millennials as digital natives exchange co-creating value in digital service ecosystems? How are interactions in such service ecosystems affecting their consumer behavior? How does the social context contribute to shaping value propositions in such digital service ecosystems?
	The role of employees in value co-creation	If employees are understood as actors within organizational actors in service ecosystems, what is their role in value creation? How is the role of employees in service ecosystems changing due to new technologies (e.g. service robots)? What institutions are emerging due to employee-customer-robot value co-creation?
	Continued advances in contrasting perspectives and other perspectives	How do the views on value creation within CDL, SL and other perspectives inform SDL and enable its further development?
Propagate	Customer engagement in service ecosystems based on the Internet of Things (IoT)	How is value circulating in service ecosystems based on IoT, in terms of actors, objects, time, and space? How are customer engagement mechanisms changing due to the new paradigms, such as IoT? What institutional disharmonies are leading to new forms of resource integration in service ecosystems based on IoT?
	Highlighting incongruencies between the extant (marketing) literature and SDL	How can traditional marketing models and tools be adapted to SDL? What new models and tools have to be adapted? How can critical views on institutional theory inform the institutional turn in SDL?
	Delivery systems and logistics	How is value circulating in service ecosystems comprising different types of sharing economy platforms? How are resources integrated into these different platforms? What institutions are guiding value creation in particular platforms?
	Crowd-based business models	What is the role of value proposition in crowd-based business models? How is value circulating in the reframed crowd-based business models? What are the actors, their roles, and their perceptions of value creation in crowd-based business models?
Position	Innovation	How is value circulating in service ecosystems promoting open innovation? What are the particularities of resource integration in such a service ecosystem? What are the actors, their roles, and their perceptions of value creation in this kind of service ecosystem? What institutions are emerging in such a service ecosystem? Are there institutional disharmonies arising due to multiple actors' differing interests? How do such disharmonies affect value co-creation?
Position	Ethics	How does ethics as a service ecosystem institution facilitate value creation? How does the non-ethical behavior of a particular actor shape the circulation of value in service ecosystems?
Default citations	Citations in this category are used too broadly for particular topics or issues to be identified