| Title: |
Students as Value Co-Creators in the Business Education Ecosystem |
| Language: |
English |
| Authors: |
Maria Petrescu (ORCID 0000-0002-4261-6773); John T. Gironda; Anjala S. Krishen (ORCID 0000-0002-4749-5130); Adina Dudau; J. Ricky Fergurson (ORCID 0000-0001-9609-4993); Steven A. Stewart; Philip Kitchen; Monica Fine |
| Source: |
Journal of Marketing Education. 2026 48(1):92-109. |
| Availability: |
SAGE Publications. 2455 Teller Road, Thousand Oaks, CA 91320. Tel: 800-818-7243; Tel: 805-499-9774; Fax: 800-583-2665; e-mail: journals@sagepub.com; Web site: https://sagepub.com |
| Peer Reviewed: |
Y |
| Page Count: |
18 |
| Publication Date: |
2026 |
| Document Type: |
Journal Articles; Reports - Research |
| Education Level: |
Higher Education; Postsecondary Education |
| Descriptors: |
Business Education; Marketing; Stakeholders; Role; Expectation; Power Structure; Business Schools; College Students; Student Role; Student Satisfaction |
| DOI: |
10.1177/02734753241267762 |
| ISSN: |
0273-4753; 1552-6550 |
| Abstract: |
Departing from the dyadic paradigm of students versus business schools in marketing and business education, this article utilizes a pluralistic perspective to account for and investigate various stakeholder groups' value expectations and roles as we develop and examine a value co-creation ecosystem framework for marketing and business education. Service-Dominant Logic and Authority Theory are used as theoretical lenses along with a mixed-method approach to conduct three studies: (a) a fuzzy-set qualitative comparative analysis (fsQCA), (b) a qualitative conceptual mapping content analysis, and (c) a three-round quantitative Delphi study. The results provide insights into the differing elements of value and level of authority expected by various stakeholders in marketing education. This research significantly contributes to the pluralist perspective, gaining ground in business education research by extending previous work. In addition, the article contributes to the Service-Dominant Logic and Authority Theory literature by integrating the two to improve the explanatory power of value co-creation ecosystems to an expertise-led service such as marketing education. Theoretically, integrating Service-Dominant Logic and Authority Theory generates fruitful avenues to uncover what matters to business school education stakeholders. |
| Abstractor: |
As Provided |
| Entry Date: |
2026 |
| Accession Number: |
EJ1499701 |
| Database: |
ERIC |