Theorizing goods and services as practices: How they interrelate and cocreate and codestroy value

Yasin Sahhar, Per Skålén, Department of High-tech Business Entrepreneurship, Faculty of Behavioural, Management and Social Sciences, University of Twente, The Netherlands, CTF-Service Research Center, Karlstad Business School, Karlstad University, University of Vaasa

Marketing Theory

Published online on April 24, 2026

Abstract

Marketing Theory, Ahead of Print.
The development of marketing theory continues to rest on the assumption that services and goods have distinct value creation implications. To further advance such theorizing and enhance the practical applications of marketing knowledge, this paper applies ...