Service-dominant logic as a unifying theoretical framework for the re-institutionalization of the marketing discipline

Evolving to a New Dominant Logic for Marketing

Stephen L. Vargo, Robert F. Lusch · Journal of Marketing · 2003 · 14.4K citations

Business, Marketing, Marketing Management +7

Service-dominant logic: continuing the evolution

Stephen L. Vargo, Robert F. Lusch · Journal of the Academy of Marketing Science · 2007 · 7.3K citations

Business, Information Systems, Business Strategy +2

Consumer Culture Theory (CCT): Twenty Years of Research

Eric J. Arnould, Craig J. Thompson · Journal of Consumer Research · 2005 · 3.5K citations · Full text

Social Sciences, Marketing, Consumer Behavior +10

Institutions and axioms: an extension and update of service-dominant logic

Stephen L. Vargo, Robert F. Lusch · Journal of the Academy of Marketing Science · 2015 · 3.5K citations

Humanities, Philosophy, Institutional Theory +6

Customer Engagement

Roderick J. Brodie, Linda D. Hollebeek, Biljana Jurić et al. · Journal of Service Research · 2011 · 3.4K citations

Business, Marketing, Marketing Management +7