![]() The authors used a comprehensive framework of citation practices based on iterations of previous literature to analyze the relevant literature, which they identified by accessing, systematically and rigorously, every available contribution matching a set of criteria. The purpose of this article was to provide an outline of the citation practices of “Evolving to a new dominant logic for marketing” by Vargo and Lusch (2004) to identify and discuss the most prominent research topics in which citations were used and to suggest future research based on the results of the analysis. Thus, ecotones suggest new avenues for understanding the diversity and roles of actors, and how new structural properties, resources and practices come to be through the tensions and interactions created in these complex boundaries of service ecosystems. ![]() This paper develops service ecotones for understanding the relationship between different systems that influence their functioning and development. We introduce the ecotone concept and integrate it with service theory. The ecotone concept helps practitioners to develop responsiveness and resilience to their environment and take advantage of resources that may be currently unrecognised. Developing strategy in complex ecosystems requires a clear understanding of where the boundaries of dependence and independence lie. The ecotone concept provides an understanding of service ecosystem boundaries, helping practitioners understand the complex environments they operate in. The case demonstrates ecotone edge effects - the unique landscape and diversity of actors and their roles – which play a role in the co-evolution of the separate service ecosystems. We find that a service ecotone emerges through the interactions occurring at the intersections of relational, technological and institutional boundaries of two unique service ecosystems. Ecotones, a concept from natural ecosystems, provides a useful concept representing the boundary zones between adjacent systems, supporting emergent phenomena. ![]() To synthesise our contribution, an illustrative empirical case study with research of nine organisations and their service systems is developed.īoundaries connect systems with their environment. This paper introduces ecotones to the service literature as a conceptual extension to the service ecosystem framework. ![]()
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