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To strengthen the theoretical foundations of international marketing (IM), the authors propose a framework for conceptualizing the complexity of the context that frames international and global exchange systems. In particular, they apply a service ecosystems approach, which is grounded in service-dominant logic and its foundational premise that service is the basis of all exchange. The proposed framework provides insight into the nature of context, a distinguishing feature of IM. The authors argue that the embeddedness of social networks and the multiplicity of institutions within a service ecosystem influence the complexity of context. They articulate the way the (co)creation of value influences and is influenced by the enactment of practices and the integration of resources through various levels (micro, meso, and macro) of interaction and institutions. They introduce the concept of "value in cultural context" to emphasize the influence of the symbolic and social components of context. The article concludes with a discussion of the research implications for how a service ecosystems view can aid in the advancement of IM theory and practice.

T his article explores a service-dominant (S-D) logic, service-ecosystems approach to studying value cocreation and the (re)formation of service systems. We outline the central premises of S-D logic and elaborate the concept of a service ecosystem to propose a framework that focuses on resource integration as a central means for connecting people and technology within and among service systems. This ecosystems view emphasizes the social factors that influence, and are influenced by, service-for-service exchange. We draw on systems theory and a structurational model of technology to underscore the importance of networks of actors, as well as institutions-e.g., rules, social norms-as critical components of service systems. We argue that this service-ecosystems framework provides a robust and dynamic approach for studying resource integration, value cocreation, and the (re)formation of service systems, and provides important insights for systematically innovating service.

ervice science is an emerging discipline concerned with the evolution, interaction, and reciprocal cocreation of value among service systems (Maglio and Spohrer 2008; Spohrer et al. 2008). Servicedominant (S-D) logic (Vargo and Lusch 2004a 2008) is an alternative to the traditional, goods-dominant (G-D) paradigm for understanding economic exchange and value creation. This service-centered view is based on the idea that service-the application of competences for the benefit of another-is the basis of all exchange. S-D logic has been identified as an appropriate philosophical foundation for the development of service science (Maglio et al. 2009). However, perhaps partly because S-D logic is first necessarily encountered through the G-D logic paradigm to which it runs counter, it is sometimes misinterpreted and thus misrepresented. This paper discusses S-D logic as a foundation for service science by reviewing the foundational premises of S-D logic and clarifying several misinterpretations related to 1) the S-D logic meaning of "service," 2) the role of service in economic exchange, and 3) the nature of value cocreation. Drawing on these clarifications, implications of an S-D logic foundation for service science are proposed.

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Emerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services. Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.