Toward a transcending conceptualization of relationship: a service‐dominant logic perspective

Purpose The purpose of this paper is to propose and elaborate on a service‐dominant‐logic‐based conceptualization of relationship that transcends traditional conceptualizations. Design/methodology/approach The paper consists of a review of traditional conceptualizations of relationship, a review of service‐dominant logic foundational premises that are useful in reframing the concept, and supporting views from the institutional economics and business ecosystems literature. Findings A transcending, service‐dominant‐logic‐based conceptualization of relationship as a general term representing the network‐with‐and‐within‐network nature of value creation, with transactions as “temporal isolates” of relationships is suggested. Originality/value This higher‐order conceptualization of relationship provides a foundation for better understanding the role of relationship in value creation, as well as its correspondence to transactions and products.