Resource integration in liminal periods: transitioning to transformative service

Abstract

Purpose

The purpose of this paper is to introduce a transformative service logic-based framework designed to help researchers and practitioners better understand resource integration in liminal periods.

Design/methodology/approach

Using netnography, we show how consumers across four countries integrate resources, adopting different value creation practices following natural disasters.

Findings

The authors’ novel framework extends current conceptualizations of social and economic exchange. Following a natural disaster, a state of ‘liminality’ occurs when the market economy is temporarily displaced by the moral economy, transitioning to a new transformative service logic.

Research limitations/implications

Important implications for theory and practice are discussed.

Originality/value

This research proposes an organizing framework comparing the market economy logic and moral economy logic with the new transformative service logic.

Citation

Cheung, L. and McColl-Kennedy, J.R. (2015), "Resource integration in liminal periods: transitioning to transformative service", Journal of Services Marketing, Vol. 29 No. 6/7, pp. 485-497. https://doi.org/10.1108/JSM-01-2015-0055