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Purpose – The collective, interactive aspects of service experience are increasingly evident in contemporary research and practice, but no integrative analysis of this phenomenon has been conducted until now. The purpose of this paper is to conceptualize service experience co-creation and examines its implications for research and practice. Design/methodology/approach – To map the multi-approach research area of service experience co-creation, the study draws on literature in the fields of service management, service-dominant logic and service logic, consumer culture theory, and service innovation and design, together with invited commentaries by prominent scholars. Findings – A conceptualization is developed for “service experience co-creation,” and multiple dimensions of the concept are identified. It is postulated that service experience co-creation has wider marketing implications, in terms of understanding experiential value creation and foundational sociality in contemporary markets, as well as in the renewal of marketing methods and measures. Research limitations/implications – The authors call for cross-field research on service experience, extending current contextual and methodological reach. Researchers are urged to study the implications of increasing social interaction for service experience co-creation, and to assist managers in coping with and leveraging the phenomenon. Practical implications – For practitioners, this analysis demonstrates the complexity of service experience co-creation and provides insights on the aspects they should monitor and facilitate. Originality/value – As the first integrative analysis and conceptualization of service experience co-creation, this paper advances current understanding on the topic, argues for its wider relevance, and paves the way for its future development.

The Circular Economy (CE) has been identified as a sustainable alternative to the current linear economic model. Thus far, research on the circular economy has focused on methods for better conserving the value in material flows. As the CE is currently being adopted as a sustainable development strategy in, e.g., China and the EU, identifying and comparing the drivers of and barriers to CE implementation would be beneficial for the acceleration of the development path. To contribute toward this research area, we built on institutional theory via a multiple case study covering China, the US, and Europe. We analyzed each region as an institutional environment and considered manufacturer and integrator types of value chain actors due to their central role in CE implementation. As our key findings, we identified that the general drivers of the CE from each institutional environment support recycling as the primary CE action, while support for other CE types appears to be lacking. Regulatory measures have primarily driven increased recycling efforts on both the integrator and manufacturer sides. Similarly, identified normative indicators overwhelmingly point toward recycling, while increasing reuse faces cultural-cognitive barriers. Between regions, China differs due to its informal sector and strong regulative institutional support. We conclude that to improve institutional support for the CE and allow it to fulfill its potential as a sustainable growth model, diversified institutional support for reducing the products produced and materials used as well as increasing reuse are needed.

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