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Many core marketing concepts (e.g., markets, relationships, customer experience, brand meaning, value) concern phenomena that are difficult to understand using linear and dyadic approaches, because they are emergent. That is, they arise, often unpredictably, from interactions within complex and dynamic contexts. This paper contributes to the marketing discipline through an explication of the concept of emergence as it applies to marketing theory. We accomplish this by first drawing on the existing literature on emergence in philosophy, sociology, and the theory of complex adaptive systems, and then link and extend this understanding to marketing using the theoretical framework of service-dominant (S-D) logic, particularly as enhanced by its service-ecosystems and institutionalization perspectives. Our work recognizes both emergence and institutionalization as integral or interrelated processes in the creation, maintenance, and disruption of markets and marketing phenomena. We conclude by discussing implications for marketing research and practice.

Background: Future places for learning and working are digitally and physically integrated hybrid environments. The archetypical context of learning is the classroom, and context of working is the office; especially in knowledge work. New information and communication technologies enable the spatial reconfiguration of work opening possibilities for work to take place across multiple locations. This paper aims to explore how the conceptual framework of design-science research in Information Systems can be applied when the design object is a hybrid working environment. Methods: The case study method as a qualitative approach was chosen; because it involves an empirical investigation of a particular contemporary phenomenon within its real life context using multiple sources of evidence. The empirical analysis of two hybrid working environments is based on Action Design Research (ADR)-entry points; where one analyzes two case studies stage by stage. By analyzing various stages in both case studies; one can identify co-designing challenges of hybrid working environments. Results: The results present four recommendations for co-designing of hybrid working environments. The use of hybrid working environment; the design of spatial solution; the identification of iterative processes; and the user experiences of presence and distance are significant. The Entry Point Analysis-tool can be used and further developed in analyzing and developing hybrid working environments. Conclusion: The results contribute to the tradition of usability studies. The usability briefing approach can be further developed by identifying the iterative processes inside the linear project management models. Additionally, design science research can find new insights from identification of the large stakeholder iterations more precisely.

Purpose - The purpose of this paper is to contribute to the development of a general theory of the market, by defining markets as configurations and exploring: how market configurations emerge and evolve in a business-to-business context; how a market actor can influence market configurations; and what kinds of market configuration capabilities actors need to develop.Design methodology approach - The topic is approached by theoretical analysis and conceptual development.Findings - Markets can be viewed as configurations of market actors engaging in market practices. Market configurations are perpetually dynamic as new actors enter the context, and as actors introduce ideas and business model elements to the network. As a result the configuration's marketness evolves towards higher levels of configurational fit, resulting in increased value co-creation opportunities. An actor wanting to influence the market configuration can do so by working on its mental models and business models. The power of the actor's mental and business models is mediated by the actor's network position, its clout, and the fact that a change in any element evokes reactions from other actors. Actors need to develop new sets of market capabilities, such as value sensing, the ability to measure markets, price formation and pricing logics, and market scripting.Originality value - For a scholarly audience the paper contributes to the discussion on how markets are redefined from being places where demand and supply meet and reach equilibrium, to being spaces where actors integrate resources to co-create value. For a practitioner audience it offers ideas on how firms can shape their markets in their favour.

Purpose Future places for learning and working are digitally and physically integrated hybrid environments. The purpose of this paper is to analyse the co-creation process of the remote presence-based digital and physical co-working and co-learning place. The context is cross-cultural when Finnish space approach is applied and further developed in Namibia. Design/methodology/approach A qualitative case study is conducted of the Future Tech Lab (FT Lab) in the University of Namibia’s main campus. The case study of the FT Lab is about 200m2 space with three different zones in the University of Namibia’s main campus. The physical solution encourages collaboration and technical solutions interlink the place overseas by using the remote presence. The data are gathered by using document analysis, observations, participatory workshops and interviews including structured questionnaire. Findings The action design research approach is a functional framework to co-create hybrid environments in two ways. It helps to design digital and physical solutions as integrated entity. Additionally, it provides a tool to analyse decision-making processes as well as design initiatives, also from the cultural perspective. Both Finnish and Namibian cultures are normative and feminine, which helped the realisation of the project based on mutual trust. However, the differences in power distance were affecting the process fluency and decision-making processes. Research limitations/implications The findings indicate that the co-design of the hybrid-learning environment sets requirements for the physical solution such as surface materials for premises and retrofitting of technology, which need to be considered by co-creation from the shared vision to realisation of the space. The co-creation involves many stakeholders, and cultural differences have a different impact on various stages of the co-creation process. Originality/value The cultural context in the case study provides an interesting comparison between the Finnish and Namibian approach. The remote presence and its requirements provide new knowledge and guidelines for co-creation of hybrid environments.

Purpose - A common thread in the modern marketing theories, such as service-dominant logic and viable systems approach, is the notion value co-creation: the locus of value creation is no longer perceived to reside within firm boundaries but value is considered to be co-created among various actors within the networked market. The evolution of value creation, from value creation by the manufacturing firm to value co-creation in a network, necessitates a corresponding change in the concepts used to depict value creation. The purpose of this paper is to investigate business models as a broader conceptualization of value co-creation that captures this change.Design methodology approach - The topic is approached by a combination of literature review and interactive research, including interactions with managers from 12 international companies.Findings - Business models are defined as configurations of 12 interrelated elements, covering market, offering, operational, and management viewpoints. The effectiveness of a business model in value co-creation is defined by the internal configurational fit between all business model elements and the external configurational fit between provider's and customers' business models.Research limitations implications - The paper contributes to the understanding on value co-creation by providing a conceptualization of the business model construct depicting value co-creation in a network. Of the 12 companies providing the empirical data, ten are within business-to-business which limits the applicability to business in general. Further, the paper indicates that within a single firm multiple parallel business models are in use.Practical implications - A firm can radically improve value co-creation by designing business models that have a high degree of internal and external configurational fit.Originality value - The originality and value of this paper lies in its analysis and discussion of co-creation of value within a business model.

Purpose Today, academic work includes increasingly informal and collaborative activities. This research attempts to determine whether stakeholders in the development of learning spaces in higher education could benefit from the principles of co-working space. This paper aims to determine whether a need exists for co-working space as a learning space solution from the viewpoint of academic space users. This determination will be made by examining the following research question: How does the co-working space concept meet user expectations regarding academic space? Design/methodology/approach The research question is answered by investigating users’ experiences of existing learning spaces in higher education in light of future workplace needs. Users’ requirements are examined by analysing user experience survey and interviews. The results are confirmed by focus group interviews and examined in the light of co-working space characteristics that are identified in the literature from the viewpoint of workplace management by searching for similarities between descriptions in the literature and the empirical data. Findings This research suggests that academic space users would appreciate it if the spaces they use would reflect some of the co-working space characteristics. These characteristics are community, multipurpose office, high accessibility and attractive workplace. A less applicable co-working space characteristic is space as service. Research limitations/implications The results of this study are based on one case, which limits the generalisability of the results. Practical implications The results provide suggestions for corporate real estate management and stakeholders in academic institutions to consider when renovating outdated spaces. Originality/value The paper expands the literature on learning spaces in higher education and related practices by linking it with co-working spaces, thereby contributing to a field that has not yet been explored in depth.

Market shaping is a powerful strategy that unleashes value gains from greater market size, efficiency and profitability. This book, written by experts in the field, presents a universal, teachable, and actionable framework for understanding and shapingmarkets.

Digital presence refers to technologies that provide communities a shared experience and a sense of togetherness, despite geographical distance. Emerging technologies for digital presence provide the church with both theological questions (e.g. related to the validity of sacraments when administered online) and practical opportunities. Think of the pros and cons for online communion in some churches: is digital presence real presence? The digital realm as a thread of the universe leads to rethinking of the church as a social, digital and physical unity. What kind of new possibilities could digital presence in digital realities provide to spiritual experience, individually and within the worship? Contribution Rather than a plain application of the existing technologies to digitise the current functions and events of congregations for online services, technology should expand and reform the church online. This study aims to discuss the transformation from online church to church online. The technical solution for digital presence was inspired by the demands of a Finnish plug-in campus in an African setting, which draws inspiration from African concepts of community and place.

This commentary provides three complementary perspectives to the Hunt et al. ( 2022 , in this issue) article “The marketing discipline’s troubled trajectory: The manifesto conversation, candidates for central focus, and prognosis for renewal.” First, the evolution of marketing as an academic discipline should be assessed also in relation to other fields. Second, it is time for an honest stocktake of the wider impact of marketing to societies and the biosphere. Third, an enduring and fruitful sense of community for marketing scholars could be found from marketing phenomena instead of the always contested theoretical perspectives.

Purpose The purpose of this paper is to describe, discuss and analyze forerunner cases from three different decades in workplace concept development in Sweden and Finland and discuss the transformation over time to better facilitate management of office development and disseminate Nordic experiences. Design/methodology/approach The reflecting paper is discussing the development of workplace concepts. It is based on case studies collected from 1980s to the new millennium. The reflection is based on the perspective of Nordic culture. The characteristics of the Nordic culture used in the paper are low power distance and individualism. Findings The evolution from “office as a city” to “city as an office” has taken place in both countries and Nordic cultural values have provided fruitful platform for them. However, the layer of organizational culture in the studied workplaces also has an impact on the development and implication of the concepts. Research limitations/implications The selection of case studies is limited to two Nordic countries only. The comparison of all five Nordic countries could increase the understanding of Nordic culture and similarities and differences between the countries. The study could be deepened by a more thorough literature review including not only Nordic but also European cases. Practical implications The dilemma of management when designing workspaces for the changing world is in that individuals increasingly choose where to work, when, with whom and how. Facilitating that freedom of choice is a balancing act in modern workspace design where people is a scarcer resource than space. It requires an active management that sees their facilities as a part of their system not as a costly box top put it in. Social implications Easy access seems to be the key to the workspace of the future when decision power shifts from organizations to individuals. Simultaneously, individuals need to take more and more responsibility and action to get their job done: the cases illustrate how this has been done and that the integration and interaction between office concepts and office work will need to be on business agendas. Originality/value The perspective of Nordic workplace concept development from 1980s provide the material for future development, without an understanding of the past one cannot understand the future.