Purpose This editorial aims to identify new research priorities in the service marketplace that are emerging because of consumer and organizational trends in the shadow of the global pandemic. Design/methodology/approach A conceptual approach is used that draws on observations from practitioners to synthesize changes in consumer values, motivations and behaviors as they pertain to service consumption, design and delivery. This editorial draws on current trends and recent service research to discuss the current state of the marketplace and to uncover areas in which research voids exist. Findings This editorial offers ten research priorities for service researchers. These research priorities are supply chain and staffing shortages; sustainable services, older consumers embrace digital technologies; digital financial services; consumer pursuit of personal and spiritual awareness; participating in virtual communities, networks and worlds; affinity for peer-to-peer commerce; transformative places; seeking self-love services, and social distance concerns. Research limitations/implications Academicians are provided with a series of research priorities that are interesting, timely and relevant for the new service marketplace. Practical implications Service academicians are encouraged to pursue empirical and descriptive investigations in-line with the priorities developed in this editorial. These research priorities are relevant, timely and interesting. Originality/value This work presents scholars with a historical overview of trends in service research. The challenges posed by the pandemic represent the beginning of a new era in service research thought and practice as many previously held theories and understandings of consumers’ marketplace behaviors have permanently changed due to behavioral changes that transpired during governmental mandated lockdowns.

Purpose This editorial aims to discuss 11 trends that are driving changes in business education, especially for Master of Business Administration (MBA) curriculum programming. Design/methodology/approach The editorial provides introspection, personal reflections and conceptualization using current literature. Findings The authors discuss 11 drivers that are influencing graduate business education. These drivers include the demographic cliff, the K-shaped recovery, MBA degrees losing their allure, emergence of two pricing structures, the rise of online universities, certificates and micro-credentials, the massive open online course (MOOC) MBA programs, MOOCs and certification, Grow with Google, Outsourcing MBA instruction and business education relevancy. Research limitations/implications Traditional university and college graduate business education providers must realize that the educational industry is experiencing a revolutionary disruption and that many universities will fail to meet learners’ expectations for relevant skills and organizational demands for employees who have specific skills for employability. Practical implications Learners will no longer rely on traditional four-year universities to obtain business skills. Originality/value This work synthesizes a disparate set of drivers that are affecting all graduate business educational providers.

Purpose The purpose of this paper is to explore black market retailing, with a focus on Colombia’s San Andresitos. Design/methodology/approach The authors use grounded theory methodology to develop a theoretical framework that explains how consumers rationalize their acceptance, rejection, or tolerance of black market retailing. The authors obtained qualitative data based on reader responses to newspaper articles on San Andresitos and used the responses as qualitative data in comparative analysis to derive a “strategy family” theoretical framework. Findings The framework advances rationalization techniques that consumers employ to accept, reject, or tolerate the San Andresitos. Research limitations/implications Colombians are divided on the legality of the San Andresitos. Although half the informants note the wrongfulness of the San Andresitos, the other half offer reasons to accept or tolerate them. Practical implications Legitimate (i.e. lawful) retailers operating in Colombia, or planning to enter, need to realize that local and national government officials support the San Andresitos. Colombia’s legitimate retailers must co-exist with the black market and dissuade consumers from patronizing unauthorized vendors or purchasing illicit goods. Social implications Colombia’s acceptance of its black markets results in consumers inadvertently supporting crime, terrorism, and even bodily harm via the San Andresitos. However, the San Andresitos enable lower-income consumers to gain access to otherwise unattainable merchandise and provide employment through lower-skilled labor. Originality/value This paper is one of the first to explore black markets. From a transformative service research perspective, this research reveals how consumers, retailers, and government officials participate in Colombia’s black market, and how their activities serve to harm consumer well-being.

Purpose This study aims to explore innate and sociocultural forces that lead gay men to purchase invasive and non-invasive cosmetic medical treatments. Design/methodology/approach This work draws on a literature review and personal reflections to identify and interpret patterns and themes on drivers that encourage gay men to use cosmetic medical treatments. Findings In line with evolutionary theory, the authors suggest that the male proclivity to evaluate a partner’s sexual desirability on the basis of physical appearance and youth remains consistent among gay men. They also posit that sociocultural norms, such as media imagery, portray gay men as physically attractive and youthful. Among gay men, homonormative ideals that define attractiveness fall on a continuum ranging from hyper-masculinity to hypo-masculinity, with each end encouraging gay men to accept different beauty standards. Research limitations/implications To date, service researchers have mostly overlooked the role of evolution in consumers’ propensity to purchase professional services. This study sets the foundation for researchers to consider both instinctual and sociocultural norms that encourage consumers to purchase not only cosmetic medical treatments but also professional services in general. Practical implications Gay men represent a prime target market for cosmetic medical treatment providers, as their desire for physical attractiveness and youth remains constant as they age. Originality/value This study offers novel insights into gay male consumption of cosmetic medical treatments and services from theoretical and practical perspectives.