Advancing theory to drive impact in Transformative Service Research

Christopher P. Blocker, Brennan Davis, Department of Marketing, College of Business, Colorado State University, Department of Marketing, California Polytechnic State University, San Luis Obispo

Marketing Theory

Published online on May 11, 2026

Abstract

Marketing Theory, Ahead of Print.
Transformative Service Research (TSR) has matured into a vital stream of scholarship focused on uplifting changes in the well-being of consumers, employees, communities, ecosystems, and societies. Yet, its next phase of theory development depends on ...