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This study develops the theoretical roots for a management approach that will support organizations and managers in interpreting their role as stimulators of value. It is necessary to consider value in its polysemous meanings as an emergent element and a result of people's interpretation based on norms and beliefs. At the same time, managers conceptualize businesses to create stimuli for the markets and society and favoring the emergence of a positive and sustainable value. Supporting managers’ activity and their decision-making, this study explains how organizations and managers can be driven by norms and beliefs and a purpose to make decisions and assume postures and behaviors capable of stimulating the emergence of positive and sustainable value, creating opportunities for humanity at large; this managerial behavior creates conditions for value creation, and it is framed in Value Dominant Logic (VDL). It considers value as rooted on axiology, actor-network theory, the hygge concept and is deployed through 7 organizational principles deriving from the original 8 VDL principles (Mahajan, 2017); the 7 organizational principles are proposed for developing VDL thinking and advancing it towards making a business purposeful and open to a lifestyle of value for humanity at large. A research agenda is provided that can spawn fruitful research in VDL

La Organización Mundial del Turismo subrayó la importancia del turismo cultural y patrimonial, ya que conlleva y aglutina cultura, arte, creatividad y aprendizaje; además, esta forma de turismo favorece un desarrollo de comunidades que tenga en cuenta el valor de la cultura local. Esta investigación tiene como objetivo la identificación de los temas más importante y recurrentes en la literatura actual sobre esta forma de turismo. Este trabajo de índole teórico puede servir como base y sustento de futuras investigaciones empíricas, ya que ofrece una sistematización de la literatura para que resalten los asuntos relevantes y que describen el comportamiento de los turistas en ciudades, patrimonio de la cultura, es decir, autenticidad, identidad, destino turístico, motivación y comunidad. Se concluye sobre el impacto de un estudio bibliométrico en la base de datos Web of Science y a través de un co-word análisis con Bibliometrix que posibilito una mirada más profunda sobre turismo cultural y patrimonial y destacando los enlaces entre autenticidad, destino y motivaciones, identidad y comunidad; temas brindan la oportunidad para configurar nuevas estrategias en la oferta de experiencias turísticas.

The innovation of urban contexts is even more a hot topic in the international debate (Cocchia 2014; Roberts et al. 2016). New technologies are currently considered as an unavoidable element in managing modern cities (Camagni et al. 1998; Ishida and Isbister 2000; Wolfram 2012), since they support spreading sophisticated services to improve the quality of life of citizens (Bifulco et al. 2014, 2016).

This paper focuses on the conceptual ties between co-creation and tourism that can be found in the academic literature on tourism of the last 10 years with a two-fold purpose: to analyze the main conceptual themes that link co-creation and tourism, and to identify fruitful future research streams.A bibliometric analysis of the literature from 2008 to 2018 allowed for a systematic analysis of links between key constructs. Findings suggest that there are significant opportunities to further explore the connections between cocreation and tourism experience, considered as a multi-actor process based on engagement leading to innovation, and enabling new tourist experiences. Five perspectives on tourism experience emerged from the analysis: firminspired, technology-based, and cultural-based experience; customer satisfaction and participation, and innovation-based experience. These suggest several potential research streams as tourism experiences are recognized to be dynamically co-created through a participatory and engaging process by multiple actors using innovative and technology-based value propositions. Three conceptual pillars emerge from the theoretical analysis: co-creation, as the engine of the process; tourist experience, as the outcome of the co-creative process; and technology, as a key tool to co-create satisfactory tourist experiences.

In recent years, there has been a growing debate on the contributions to innovation contexts. This research aims to analyze the differences emerging from the conceptualization of contexts in the "innovation ecosystem" (IE) and its linkages to the innovation system (IS) and network concepts and depict the current research trends in innovation and their expected evolution. Our methodological choice is a bibliometric analysis as it allows us to review and focus on the theoretical proposals by the scholars in detail. The research process has been conducted through a co-word analysis on the authors' keywords as this approach is considered to be the most suitable to compare the dynamics of different research trends on a specific topic. The analysis was performed in two steps: the first based on all the research papers collected and the second based on a sub-dataset extrapolated from the main datasets on IS and innovation network (IN) literatures. The results demonstrate that both IS and IN research streams are, in some ways, connected with the IE perspective. The definitions and concepts used in the IS and IN literatures have been identified as replicated in the ecosystem approach even if specific insights have been generated.

Purpose The wider possibility of connectivity offers additional opportunities for customers to experience value propositions. The online world is only one side of the customer experience. The integration of digital technologies, social presence and physical elements increases the complexity of customer journey. This paper aims to map the phygital customer journey by focusing on millennials. Design/methodology/approach The study adopted a qualitative methodology to investigate 50 millennials from Italy. Millennials had to describe, in two phases, a journey they had recently made. First, they used sticky notes with no restrictions on expressing their feelings and structuring their CJ. Second, customers transferred the sticky notes’ contents, consider the information provided and map the journey with additional details using the Uxpressia software. Findings This paper frames the Millennials customer journey as a cycle of four moments: connect, explore, buy and use. Each moment enacts the customer experience as a mixture of emotional, behavioural and social responses. Online and offline interactions blur the boundaries between the physical and digital world (i.e. phygital): millennials move back-and-forth or jump from one action to another according to the evolving path of emotions and interactions. Originality/value The phygital customer journey provides an alternative understanding of customer journey occurring as a fuzzy process or loop. A phygital map develops as a circular path of moments seen as phenomenological microworlds of events, interactions, relationships and emotions.

This research investigates the dynamics of knowledge management (KM) through a value-oriented approach by infusing service-dominant logic in KM studies. The resulting framework is applied to the most relevant firms in KM industry. The literature already crossing both topics shapes the framework, while empirical analysis of best-in-class firms validates it. The framework supports the ongoing debate over valuable solutions in KM by focusing on process, system, mechanisms and technologies, and infrastructure as key variables mirrored in value propositions. A value-based perspective on KM expanded the extant literature because actors are connected in a complex setting hosting mutual value creation, in which interactions and institutions enlarge the context in which value is created and experienced. The framework represents guidelines for describing how knowledge shapes the value co-creation process. Knowledge and its management affect combination of actors and technology in catalysing value-oriented activities, while the context is shaped by institutions and knowledge.

High academic interest and numerous theoretical and practical studies on service systems and service ecosystems, paired with the accelerated evolution of the service (eco) system concept, have resulted in complex research in this field. Multiple perspectives from which service systems were studied added to this complexity and inadvertently produced conceptual confusion regarding service (eco) systems. This literature review addresses this confusion by focusing on the evolution of service systems to service ecosystems to consolidate and clarify the field. Therefore, this article's purpose is to systematise the extant research on service (eco) systems and indicate future research directions based on the analysis. Specifically, the article systematically reviews 770 publications on service (eco) systems from 2020 and earlier and identifies the main research topics (focusing on service [eco] systems’ constituent elements, inherent processes, and outcomes), theoretical perspectives, and bridging elements, and suggests future research based on the review results. The article concludes by providing a foundation for continued research emerging from the analysis, with emphasis on five aspects that may stimulate new avenues of research: service ecospheres, service ecosystem simplicity, failures of service ecosystems, paradox in service ecosystems, and panarchy and service ecosystems. CC BY 4.0Correspondence Danilo Brozović, School of Business, University of Skövde, Högskolevägen 8, SE-541 28 SKÖVDE, Sweden. Email: danilo.brozovic@his.se

Purpose – Oleotourism is becoming increasingly important as Special Interest Tourism (SIT), especially among researchers who seek to propose an individual tourist experience related to the Mediterranean and olive oil production. This paper examines the profile of visitors to olive farms and olive mills to determine their motives. Design – Purposive sampling was used as the method of data collection. Data were collected using a structured questionnaire during the mid-summer season and the post-summer season 2019 in Istria County (Croatia). Methodology – In total, 263 adequately completed questionnaires were used for data analysis. Approach – Twenty-five items of push and pull motivation are analysed with exploratory factor analysis (EFA), followed by cluster analysis on identified factor dimensions. Findings – After EFA the questionnaire consisted of twenty-two motivational items. Five factor dimensions are identified after EFA and labelled: (1) Socialising and experience, (2) Exterior farm features, (3) Relax with family, (4) Surroundings, and (5) Olive oil and recognition. Cluster analysis revealed 2 different clusters, labelled: Involved olive visitors as the dominant cluster and Inconsequential as the smaller set. Originality of the research – Market segmentation by motivation is key for understanding visitor behaviour in SIT such as oleotourism. This paper explores motivation through push and pull motives and provides a solid basis for further research as well as guidelines for tourism firms dealing with this flourishing business.

Digital transformation attracted scholars’ attention in various scientific domains, as business models, strategies, human resources management, and, more in general, social sciences. Additionally, digital transformation drove changes in both businesses and society as a whole. Due to its relevance in recent studies and daily activities, we observed the innovation brought by digital transformation at the time of pandemic to understand the contribution it offered. Some of the solutions proposed worldwide were observed, leading to understand the role of artificial intelligence, machine learning, and blockchain – among others – in the fight against Covid-19. The analysis offers a perspective on the ways smart technologies enabled suitable outcomes in the activities performed by specialists, firms, and people either to counteract the further spreading of the pandemic or to take care of the patients affected by the virus.

This chapter explores the role of digital technology in shaping the value propositions of cultural heritage organizations, by stressing the novelties emerging, the new activities centred around new tools, and the contribution offered by technology. In a technologies-based context, the value propositions are formed through the mutual exchange of knowledge between the actors who integrate resources into the value creation process in a digital realm. On one side, the technologies support service providers in better integrating their understanding of the offered service and what the customers can do; on the other side, the customers are supported and perform activities that increase the market value of a provider offer. Technologies have amplified the way value proposition contributes to both provider and customer co-creation. Through technologies, the service provider can better integrate its operant resources and the customer can integrate his/her operant resources while interacting with each other, for the opportunity to influence each other’s outcome in the offered service. This is a process that goes back and forth between the service provider and the customer so that they can understand each other’s needs and, together, create the service outcome.

This chapter aims to explore the conceptual and theoretical frameworks considered relevant to the subject of digital business transformation and that helps increase the general understanding of new business models in the emerging cultural digital context. Analysis and comparison of different concepts and elements of business models are conducted with the aim of better understanding the digital business transformation in the cultural heritage sectors. Analysis of business models is gaining prominence as a pathway for achieving and maintaining competitiveness for businesses as digital technologies continue to shape and transform the cultural business landscape. By adding a comprehensive analysis and examples to the body of the existing business models, the chapter provides a framework for addressing a new basis for future research on this significant topic.

Purpose: The purpose of this article was to provide an outline of the citation practices of “Evolving to a new dominant logic for marketing” by Vargo and Lusch (2004) to identify and discuss the most prominent research topics in which citations were used and to suggest future research based on the results of the analysis. Design/methodology/approach: The authors used a comprehensive framework of citation practices based on iterations of previous literature to analyze the relevant literature, which they identified by accessing, systematically and rigorously, every available contribution matching a set of criteria. The authors then categorized these contributions and highlighted the main topics of research interest in each category. Findings: The findings identify some of the factors in the continuous development of SDL, the way this new marketing logic permeated the scientific debate, the infusion of Vargo and Lusch (2004) into several contributions framed in the new logic or justified through it, and a general perception of a default reference. Additionally, the findings highlight the main topics of research interest in each category. Research limitations/implications: The analysis enabled the detection of the original paper's influence through advances in service studies, pollination into other fields of research and continuous scientific debate. The authors have highlighted several avenues for research and proposed future research directions. Originality/value: This research analyzed the effects of the spread of the SDL cornerstone article and emphasized the advantage of using an in-depth approach to the analysis of studies through a framework applied to more than 4,600 studies. © 2021, Marco Tregua, Danilo Brozovic and Anna D'Auria. CC BY 4.0 Attribution 4.0 International© Marco Tregua, Danilo Brozovic and Anna D’Auria. Published by Emerald Publishing Limited. Thisarticle is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce,distribute, translate and create derivative works of this article (for both commercial and non-commercialpurposes), subject to full attribution to the original publication and authors. The full terms of this licencemay be seen at http://creativecommons.org/licences/by/4.0/legalcodeCorrespondence Address: Brozovic, D.; School of Business, Sweden; email: danilo.brozovic@his.seArticle publication date: 23 March 2021.Issue publication date: 15 June 2021.

This chapter goes in-depth into the analysis of the new phenomena labelled under the umbrella of “future Internet” and “digital ecosystem”. The Future Internet (FI) is defined as a collection of data communication network technologies in the future. In this chapter the FI is discussed in relation to the Digital Ecosystems i.e. the peer to peer structures of support for a networked architecture and collaborative environment. The debate over the digital ecosystem as a new emerging concept represents a step towards the achievement of a better understanding of how cultural heritage services are being transformed. Here, the attention is not only on the definition of a possible best structure for a networked environment but to the ways in which networked environments evolve along time and with reference to the dimensions, dynamics, and variables that affect their emergence. The chapter proposes a more detailed approach to digital ecosystems in business literature and how they are being shaped into practice, with particular reference to the cultural heritage context.

By shifting the focus from the future and robots' potentiality to real opportunities, this paper investigates key factors of acceptance/rejection of robots' service provision. A qualitative method was adopted due to the novelty of the topic, with several steps of investigation, to deal with the socially constructed meanings related to the agents' acceptance and use of robots. By building on the service robot acceptance model, the paper addresses the role of value-in-context and context congruence to explain the contribution of conversational agents and service robots to value creation. An extended model - the SARM - is presented and highlights the crucial role of value-in-context, representing a novel element to be added to social-emotional, functional, and relational elements. The SARM offers a more complete understanding of users' perception regarding robots by including context-specific reasons serving as important linkages between functional, emotional, and relational features regarding robot acceptance or rejection.

The service ecosystems perspective has rarely been applied in literature tackling the nonprofit and voluntary sectors. Service ecosystems are defined as self-adjusting systems of resource-integrating actors connected by shared institutional arrangements and mutual value creation. By addressing service ecosystems flexibility (i.e., the ability of service ecosystems to adjust to changes), this article seeks to provide a framework that charts service ecosystems flexibility and explains its pillars, as well as the ways in which new technologies affect visitors and arts. The study focuses on service ecosystems changes initiated by technology, visitors, and organizers, aimed at increasing the level of museum visitors' experience. The study is performed in a service ecosystem comprising a sculpture arts exhibition and its online extensions in the form of Instagram, Facebook, and Twitter accounts. Collected data consist of interviews with the exhibition visitors and organizers, participative observations performed in the exhibition context, and online posts and media coverage related to the exhibition. The research process is iterative and abductive, continuously combining insights that emerge from the literature and the analyzed data through triangulation. The main findings emphasize organizers' pivotal role as the actor that orchestrates value cocreation in the service ecosystem by steering this process based on emerging changes. Additionally, the findings flesh out the role of technology in a service ecosystem and offer a more comprehensive view of service ecosystems flexibility.

This article deals with how innovation ecosystems emerge and become established. It focuses on technologies and how they favor interaction among actors, resources, and practices to facilitate an ecosystem's workability from a long-range perspective. The intrinsically complex and systemic nature of an innovation ecosystem is investigated by looking at the social and material issues concerning the organizing of social interactions, technologies, and other resources. This article adopts an action research approach through the combination of theory and practice and the support of actors—including the authors—involved in the empirical context of the Technological District for Cultural Heritage (DATABENC). This article contribute to the innovation ecosystem literature by assuming that innovation ecosystems emerge from the interplay of deliberate and unforeseen processes. Prompted by technologies, three milestones emerge supporting innovation ecosystem viability: 1) setting the socio-material context; 2) establishing interdependencies among actors, activities, and resources; and 3) giving continuity to social- and material-oriented interactions. In this context, technology is not merely an artefact; it takes three different roles: context builder, mediating mechanism, and institutionalization process enabler.

The aim of this paper is to chart the value creation process of firms excelling in sustainability. To accomplish this goal, we devise an analytical framework based on a review of the literature combining value creation in service-dominant logic (SDL) and sustainability. We then use the framework to analyze the practices of 100 firms excelling in sustainability, so as to offer a contribution in the form of a combination of insights from practice and theoretical analysis portraying the service ecosystem incorporating sustainability. The double-step analysis highlighted the relevance of a multi-actor perspective as a driver for the incorporation of sustainability in the value creation process, as well as the relevance of actors&rsquo, participation in firms&rsquo, processes, such as in resource integration and in line with the aim of sustainable service provision. The results advance the understanding of the elements of SDL as well as how the interplay among them occurs from a sustainability-based perspective.

The recent trends in the tourism industry, as well as the attention paid by scholars, practitioners, and institutions, show the relevance of natural tourism as a lever for local development (United Nations World Tourism Organization -UNWTO-, 2005). In this scenario, the business of oleotourism, namely, a form of domestic tourism based on activities related to olive oil production, its tasting, and some connected rural experiences such as harvesting, is continuously&mdash, albeit slowly&mdash, growing in Europe and especially in the Mediterranean area. Scholars agree that oleotourism plays a key role for multiple reasons, due to its relations to local territories, firms, resources, and other forms of tourism, also favoring sustainable development. Due to the interplay with the local context, the authors plan to combine and compare the evidence from three Mediterranean countries offering examples of tourism initiatives based on olive oil, namely, Spain, Italy, and Croatia. The similarities and differences emerging from the comparison will expand the understanding of this phenomenon and lead to the highlighting of key features and choices in favoring its development in the coming years. Therefore, this research, through the analysis of both theoretical and practical evidences and data from the local contexts, aims to identify additional knowledge for scholars, managers, and policy-makers. The results of the analysis allow the authors to conclude that, although each of the three countries is in a different stage of development, they all have elements that seem to be common to this type of tourism. Finally, it is concluded that oleotourism can be characterized as a form of sustainable tourism, given the preservation of local customs and landscapes, the participation of the resident community, or the development of quality and food safety labels.

Purpose - We aim at investigating knowledge and learning mechanisms in innovation ecosystems as organizations and the surrounding firms' context - including businesses and institutional actors - takes an active role in innovation success. Several studies focus on knowledge as firms' asset and investigate on how knowledge could be transferred, integrated and managed (Blomqvist and Levy, 2006). The practice-based approach gained attention within organizational learning literature (Brown and Duguid 1991, 1999; Gherardi, 2000) to counteract the cognitive-based view of knowledge. We examine how learning perspectives enable collaborative innovation in a multiple context.Methodology - Action research gave us the opportunity to focus on mechanisms at the base of knowledge and learning processes in an emerging innovation ecosystem (Ramos, 2002). This method is suitable when changes are ongoing. The ecosystem we investigated is linked to a project supported by the Italian Ministry of Research, set up as a mix of different actors to support the management of a smart city. We identified the "generating action" approach (Tacchi et al., 2003) as it fits with both new initiatives and relevant topics of our research, namely resources, knowledge and partners to be managed as a whole.Originality - The paper contributes to knowledge and learning literature in innovation ecosystem. It identifies ecosystem as an innovation community of practitioners emerging as a form of integrating and organising activities, competences resources and tools lead by (and towards) common and negotiated goals, supporting one another. Collecting, integrating, and generating knowledge are pivotal practices for innovation dynamics and they allow ecosystem to be established. In contexts related to innovations such an approach is necessary to describe how different sources are combined to support projects and how knowledge can be generated, acting as a mean and as an outcome in innovation ecosystems.Practical implications - The analysis led us to the rise of three different knowledge practices - collecting, integrating, generating - useful to describe the way in which learning takes place in a networking innovation context, shaped by actors with different backgrounds, like universities, organizations, and government. More into detail collection, integration and generation emerged as the ways in which knowledge shapes the collaboration in ecosystems, before being upgraded, shared, and integrated in order to generate new knowledge to reach the fixed aims.