Resource integration has become an important concept in marketing literature.
However, little is known about the systemic nature of resource integration and
the ways the activities of resource integrators are coordinated and adjusted
to each other. Therefore, we claim that institutions are the coordinating link
that have impact on value cocreation efforts and are the reference base for
customers’ value assessment. When conceptualizing the systemic nature of
resource integration, we include the regulative, normative, and cognitive
institutions and institutional logics. This article provides a framework and a
structure for identifying and analyzing the influence of institutional logics
on resource integration in service systems
