”There Can Be Only One?” Towards a Post-Foundational Service Marketing Perspective.
The field of service marketing is in a state of flux, questioned from the ‘outside’ as well as from scholars ‘within’ the field. Its very foundation, the service definition, is subject to discussion. Three possible trajectories forward can be noticed among scholars from ‘within’ the field in this discussion; the abandonment of service as a general category, the formulation of a new, more defendabl
