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This conceptual paper deals with the concepts of ‘institutions’, and ‘institutional logics’ in the context of B2B marketing systems and employs institutional theory as a framework to look at value co-creation.

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This page is a summary of: Is co-created value the only legitimate value? An institutional-theory perspective on business interaction in B2B-marketing systems, Journal of Business and Industrial Marketing, September 2020, Emerald,
DOI: 10.1108/jbim-01-2020-0029.
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