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Purpose This paper aims to provide an overview of the European Journal of Marketing 's special section on the Forum of Markets and Marketing, “Extending Service‐Dominant Logic”. Design/methodology/approach The approach takes the form of a conceptual integration of core concepts in S‐D logic, markets, and marketing. Findings This special section provides insight into the complexity of markets by investigating markets as configurations and systems and how value propositions drive value co‐creation. Research limitations/implications This introduction to the special section integrates individual contributions toward advancing S‐D logic and suggests that additional research in this area will help to develop a general theory of markets and marketing. Practical implications The overview of this special section provides insight into how the development of a positive theory of the market(s) will help to further advance normative marketing theories and practice. Originality/value This overview of the special section integrates multiple perspectives on complex, dynamic systems and discusses their contributions to the development of an S‐D logic‐based theory of the market.
Stephen L. Vargo (Sat,) studied this question.