The Evolving New Topology of Marketing From A Design Weltanschauung

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We enhance the theory beyond the dimension of Service-dominant-Logic by constructing a conceptual framework coined as the Design-Dominant Logic aligning diverse challenges that marketing faces into a holistic framework by delivering a solid model to cope with disruptions. We construct for co-evolutionary a foundation towards the “market-within” dimension of relations.
Original languageEnglish
Title of host publicationBridging Gaps: Marketing in an Age of Disruption
Subtitle of host publicationAMA Summer Academic Conference, August 18-20, 2020
EditorsSimon Blanchard, Amber Epp, Girish Mallapragada
Place of PublicationVirtual
PublisherAmerican Marketing Association
ISBN (Print)978-0-87757-008-0
Publication statusPublished - 20 Aug 2020
EventAMA Summer Academic Conference 2020: Bridging Gaps: Marketing in an Age of Disruption - Virtual Event
Duration: 18 Aug 202020 Aug 2020


ConferenceAMA Summer Academic Conference 2020


  • Marketing theory
  • Co-Evolution
  • Co-creation
  • Design Dominant Logic
  • Service-Dominant Logic


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