ORCID
- Christopher Agyapong Siaw: 0000-0001-7277-3617
Document Type
Conference Proceeding
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
