Service-dominant logic, service ecosystems and institutions: an editorial

Service-dominant logic, service ecosystems and institutions: an editorial Over the last few decades, there have been significant shifts in the academic conceptualization of value creation and markets. The first is a move away from viewing them in terms of linear value chains, in which things (physical products) with embedded value are offered to waiting markets for consumption, to seeing them in terms of dynamic and processual, value-creating constellations The second is a change from viewing value as something created by a single actor (e.g. a firm) in relative isolation, toward seeing value as a cocreative endeavor Of particular note in the discussion of context are institutions, such as social norms and conventions