ORCID
- Christopher Agyapong Siaw: 0000-0001-7277-3617
Abstract
Summary Statement.Marketing System Quality Theory (MSQT) extends the evolution of marketing thought by challenging the assumption that marketing systems inherently create positive value. Building on service-dominant logic, MSQT emphasizes the governance role of quality assurance mechanisms in shaping value co-creation across interconnected actors. The theory explains how marketing systems generate value creation, capture, destruction, and unintended consequences, and proposes evaluating marketing performance by net societal contribution.
Publication Date
2026-07-08
Event
Academy of Marketing Conference AM2026: Breaking Boundaries – Unlocking Potential
Deposit Date
2026-07-08
Additional Links
https://virtual.oxfordabstracts.com/event/76449/submission/295
Recommended Citation
Siaw, C. (2026) 'Marketing System Quality and Consequences: A Theoretical Extension', Retrieved from https://pearl.plymouth.ac.uk/pbs-research/712
