European Journal of Marketing

Purpose – This paper aims to provide an overview of the European Journal of Marketing's special section on the Forum of Markets and Marketing, “Extending Service-Dominant Logic”.

Design/methodology/approach – The approach takes the form of a conceptual integration of core concepts in S-D logic, markets, and marketing.

Findings – This special section provides insight into the complexity of markets by investigating markets as configurations and systems and how value propositions drive value co-creation.

Research limitations/implications – This introduction to the special section integrates individual contributions toward advancing S-D logic and suggests that additional research in this area will help to develop a general theory of markets and marketing.

Practical implications – The overview of this special section provides insight into how the development of a positive theory of the market(s) will help to further advance normative marketing theories and practice.

Originality/value – This overview of the special section integrates multiple perspectives on complex, dynamic systems and discusses their contributions to the development of an S-D logic-based theory of the market.