Institutional logics matter when coordinating resource integration

• Published in: Marketing theory Vol. 14; no. 3; pp. 291 - 309
• Main Authors: Edvardsson, Bo, Kleinaltenkamp, Michael, Tronvoll, Bård, McHugh, Patricia, Windahl, Charlotta
• Format: Journal Article
• Language: English
• Published: London, England SAGE Publications 01.09.2014; Sage Publications Ltd
• Subjects: Business Administration; Företagsekonomi; Integrated marketing; Logic; Studies; Value added; service system; resource integration; service logic; value assessment; value co-creation; institutional logics; Institutions

Resource integration has become an important concept in marketing literature. However, little is known about the systemic nature of resource integration and the ways the activities of resource integrators are coordinated and adjusted to each other. Therefore, we claim that institutions are the coord...