This study investigates the role of stakeholder engagement in service ecosystem design through a longitudinal case study of a mobility-as-a-service ecosystem. The study makes three key contributions to the literature on service ecosystem design and stakeholder engagement. First, we conceptualize design-oriented stakeholder engagement (DOSE) as a stakeholder's level of resource investments and expenses in design and non-design processes toward a focal design object. This framework reveals how stakeholders’ varying resource endowments manifest across both design processes (reflexivity and reformation) and non-design processes (reproduction). Second, we identify that stakeholders’ reflexive capabilities manifest in three degrees – focused on self-perceived role, current systemic role, and future systemic role – with those stakeholders who are capable of systemic reflection demonstrating higher voluntary resource investments than those who focused solely on their current roles. Third, we identify role myopia and role uncertainty as barriers that impede higher degrees of reflexivity, explaining differences in stakeholders’ resource investments and engagement levels throughout the design process.

This study examines the impact of consumers’ negative experiences, brand incongruity, and brand apologies (i.e., financial compensation) on brand hate in the ridesharing context. Purposive sampling was employed to collect data through a structured questionnaire in India (N=151) and Sweden (N=145). The data was analyzed using PLS-SEM. Findings showed that negative brand experience influences brand hate in both countries. Incongruity does not affect brand hate. Brand hate leads to non-repurchase intentions in both countries. Moreover, compensation does not significantly moderate the relationship between negative experience, brand hate, incongruity, brand hate, and brand hate and intention. 

The access economy has emerged as a disruptive force in the business landscape, transforming traditional industries. This term describes a business model that focuses on the sharing, renting, or lending of goods and other resources among individuals and organizations, emphasizing temporary access and usage over permanent ownership. As the access economy continues to gain traction, understanding service experience in this context becomes crucial for researchers and practitioners. Drawing from the mobility sector, this chapter presents an overview of service experience in the access-based economy. We discuss the characteristics of nine access-based mobility services, differentiating traditional ones (e.g., car rental and leasing) from more recent and disruptive ones (e.g., micro-mobility services). We then compare these mobility services through the lens of eight key dimensions of service experience. Our analysis highlights how service experience is multifaceted, as customers perceive access-based services differently depending on their needs and attitudes. We conclude by looking at the future of service experience in the access economy paradigm by illustrating integrated mobility ecosystems that represent convenient, affordable, and customized solutions for individual mobility needs.

This article explores how diverse actors establish and justify the value of waste in the early stages of circular innovation ecosystems around waste valorization. Using the ?economies of worth? framework and through a longitudinal study of a French circular ecosystem around valorizing human excreta, we identify three phases of ecosystem emergence: ideation, experimentation, and reconfiguration. In these phases, the tensions stemming from mobilizing multiple orders of worth initially fostered collaboration but later led to conflicts that fragmented the ecosystem and led to new alignments. Our findings contribute to the understanding and management of tensions in circular innovation ecosystems and the social and moral dimensions of waste valorization. We also extend the economies of worth literature by highlighting the dynamics of conflicting orders of worth in ecosystem emergence.

 Marketing and Sustainability equips readers in the fields of management and marketing with an in-depth understanding of sustainability issues and how sustainability is integrated into business. Examples from across the globe are included on topics such as how businesses use services, sharing practices, and sustainable business models in their operations to face increasing demands to reduce greenhouse gas emissions, limited resources, and increased global competition.

This book is concerned with consumer and business markets, considering marketing practices as part of business administration. Up-to-date and topical areas of research such as the sharing economy, are thoroughly discussed and illustrated with supporting models, figures, and vignettes.

The book is accompanied by a companion site for instructors and faculty, which includes PowerPoint slides and exam Q&A’s. Videos introducing each chapter’s content are also available via YouTube.

Written by a team of highly qualified academics, Marketing and Sustainability includes information on:

• Factors influencing consumers and their choices, sustainable marketing practices and their effectiveness, and how to communicate sustainability initiatives through marketing campaigns
• Strategies to be heard in a crowded, branded world, and sustainability business models including product-service systems, social enterprises, and sharing and circular economy models
• Sustainable marketing strategies including chapters on sustainable marketing channels, sustainable pricing, sustainability-oriented marketing communication and branding
• Greenwashing, the process of conveying a false impression or misleading information about how a company’s products are environmentally sound, and why it’s bound to backfire

Marketing and Sustainability is an essential reference for undergraduate, graduate, and post-graduate students as well as managers in companies, the public sector, and civil society—all of whom are under increasing pressure to deal with marketing and sustainability for strategic purposes as well as in everyday practices.

The sharing economy is anchored to two opposite logics: sharing and market exchange. This results in tensions between a pro-social orientation and communal norms on the one hand (i.e. solidarity, mutuality, generalized reciprocity and communal belonging) and a for-profit orientation and market norms on the other hand (i.e. profit maximization, self-interest and utilitarian motives). This article aims to distinguish among the different practices and phenomena related to the sharing economy, focusing on the tensions emanating from renting private possessions through collaborative consumption platforms.

This chapter discusses collaborative consumption through the lens of paradox theory through the categorization of four tensions between the sharing and market logics of exchange.- Belonging tensions manifest when participants refer to each other as friends while engagingin communal relationships, or as strangers while engaging in exchange relationships.- Performing tensions concern the participants’ pro-social and economic goals for collaborative consumption.- Learning tensions result from communities of practices and grassroots movements that struggle to integrate platform business models, while gig economy firms exploit the sharing ethos.- Organizing tensions emanate from the difference between occasional amateurs who participate to reduce underutilization of existing goods on the market, and professional peer-providers who acquire new goods to rent them out toconsumers. Collaborative consumption exists on a continuum amongst the tensions of belonging, performing, learning and organizing. This perspective can assist to better understand existing and emerging forms of collaborative consumption.