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Technology is revolutionizing the management logic of service systems. The increasing use of artificial intelligence (AI), in particular, is challenging interaction between humans and machines changing the service systems’ value co-creation configurations and logic. To envision possible future scenarios, this paper aims to reflect upon how the humans’ use of AI technology can impact value co-creation.

The study is developed, at a conceptual level, using selected elements from managerial and marketing theoretical frameworks interested in value co-creation – Service-Dominant Logic, Service Science and Viable Systems Approach (VSA) – used as interpretative tools to reframe value co-creation in the digital age.

The interpretative approach adopted and, in particular, the new VSA notion of Intelligence Augmentation (IA), in the perspective of the information variety model, shed new light on value co-creation in the digital age framing a possible “IA effect” that can empower value co-creation in complex decision-making contexts.

The study provides insights useful in the design and management of service systems suggesting a rethinking of the view of AI as a means for mainly increasing the smartness of service systems and a new focus on the enhancement of the human resources contribution to make the service systems wiser.

The paper provides a refocused interpretative view of the interaction between humans and AI that looks at a possible positive impact of the use of AI on humans in terms of augmented decision-making capabilities in conditions of complexity.

This paper aims to recall the attention on a key challenge for customer relationship management related to the role of human agents in the management of the “switch point” for ensuring the effectiveness and efficiency in a customer-machine conversation.

This study contributes to the discussion about the firms’ approach to artificial intelligence (AI) in frontline interactions under the conceptual umbrella provided by knowledge management studies.

This paper provides a theoretical model for clarifying the role of human intelligence (HI) in AI-based frontline interactions by highlighting the relevance of the actors’ subjectivity in the dynamics and perceptions of customer-machine conversations.

An AI-HI complementarity matrix is proposed in spite of the still dominant replacement view.

Poverty, hunger, inequalities, diseases, unsustainable use of resources, etc., in spite of scientific progress, still remains unsolved worldwide issues. All these issues relate to the challenges of sustainability and sustainable development that now call for urgent answers. The purpose of this paper is to explore how the service research community can respond to this call and to identify key areas of potential contribution.

After a brief review of selected service literature aimed at exploring its interest in the topics of sustainability and sustainable development, the authors develop the interpretative proposal identifying the key requirements of a global engagement in the challenge of sustainability and sustainable development and highlighting the potential contribution of service research.

Findings highlight the potential contribution of service research to the global challenge of sustainability and suggest acting upon education by considering the “T-Shaped” professional model as a possible reference for embedding sustainability in the education of future managers and addressing the need of interdisciplinary thinking through the systems approach.

The proposed study of service literature is only an exploratory analysis of main contributions that does not aim to identify gaps but only to highlight the potential of a greater engagement of service research in the global call for a more sustainable and inclusive development.

A trans-disciplinary approach is also required. This implies the involvement of the business and the social real world.

This paper represents a novel call for engaging the service research community in a boundary-crossing collaboration with the aim of contributing to address the challenge of sustainability.

This paper aims to investigate women’s financial inclusion as a critical element for the competitiveness of the Middle East and North Africa (MENA) market for entrepreneurship and sustainable development of the region, as MENA financial institutions’ loans to women-owned SMEs tend to be significantly lower than the share of women-owned SMEs in their target markets. Causes of under-serving this market are not very well studied.

The paper builds on an inductive approach supported by the interpretative contribution offered by the viable systems approach as methodological and interpretative lens to investigate the topic of women financial inclusion in MENA regions. Reflections herein are supported by an exploratory study on the conditions for women financial inclusion in MENA regions.

The main focus of this paper is to study the financial gap that women entrepreneurs are experiencing in enlarging their businesses and/or lunching innovative projects. In accordance with this, the paper highlights the need of a more systemic approach and long-term vision to support a more extensive women financial inclusion in MENA regions.

Financial institutions’ need to understand women-owned SMEs’ financial needs for innovation and growth to build new customized financial products. This paper’s argument is that the dominant short-term approach to credit-granting for women, although providing support, may be inadequate to achieve a real financial inclusion, and possible causes and solutions are discussed.

Assuming that knowledge management is a pivotal issue in business to improve and maintain competitive advantages, this paper aims to investigate how knowledge management is useful to face challenges about the integration of environment, social and governance (ESG) factors, filling the gap in the literature regarding knowledge management and ESG in the banking world by considering a real case.

Starting from the analysis of the more relevant literature on the topic, this paper describes an illustrative real case through interviews with the credit department of an Italian bank that has adopted a specific sustainability approach. This paper discusses this case in the context of the outlined theoretical background to explore the trends and challenges of ESG integration. The case study allows us to evaluate and expand our theoretical framework, leading to a greater understanding of the complex phenomenon under investigation.

Based on the analysis of the literature combined with the insights that emerged from the experience of the real case, this study shows that there are three primary factors to consider: data issues, competencies and workflow. This study outlines an enhanced knowledge management framework displaying the complexity emerging from the integration of ESG into a bank’s credit department and identify the best practices to pursue.

Given the increasing pressure toward the incorporation of ESG factors into the banking sector, the practical implications of the study are relevant as they provide guidelines for action. Specifically, the practical problems highlighted by the real case, like the priority on themes such as questionnaires, the need for ad hoc commissions and workflow, drive the attention of decision-makers on key aspects to effectively adopt an advanced knowledge management approach aimed at improving the ESG integration. Considering the effect of the banking system on the economy, the best practices this study has identified can also have a positive impact on society as a whole.

The proposed enhanced knowledge management framework offers a guideline to orchestrate ESG integration into banks’ credit departments, considering the increasing need to frame a sustainability-oriented strategic approach that emerges from academic and practical enquiries. This research represents an initial attempt to investigate the integration of ESG factors in the banking system through the lens of knowledge management. The strategic nature of the ESG approach clearly appears in a dynamic environment where stakeholder pressures and regulatory evolutions are strong.

Health is a fundamental populations’ need and an integral part of the socio-economic development of a country. However, it is required to explain the growing role of the private sectors in addressing various health care needs. The purpose of this paper is to analyse potential contribution, criticalities and conditions of success of public-private partnership (PPP) as a strategy to face the complexity of nationally relevant Italian and Indian service systems.

The methodology is built upon the basis of the viable systems approach (VSA) integrated with the fundamental interpretative elements of service science and service-dominant logic to contextualize interpretation to the management of service systems benefitting from recent advances in these research fields.

A VSA-based general framework of reference is built that is useful for analysing any relational context in which different aims and expectations need to be harmonized to make the collaboration effective. On the basis of this framework, first insights on Italian and Indian health care PPPs are proposed, highlighting key elements of analysis and criticalities that may challenge a positive conclusion on health care PPPs.

The implications of the study are both theoretical and practical. From a theoretical perspective, the study contributes to the scholarly understanding of complex health care system in Italy as well as in India with particular reference to the public-private collaboration phenomenon. It also suggests theoretical approaches in the form of a generic VSA-based framework as applicable. From a practical perspective, the study stimulates managers to a critical reflection about current health care management approaches which are reflected in the adoption of PPPs solutions.

The paper discusses relevant worldwide decision-making challenges, such as the equality in the populations’ access to health service, suggesting managers the way to create conditions of consonance among the diverse stakeholders for a successful health care PPPs.

The purpose of this paper is to highlight how systems thinking contributes to decision making in uncertain contexts that are characteristic of service systems. Based on the assumption that service systems face complex conditions, the paper posits that systems thinking may support the understanding of key issues in service management.

This paper proposes an interpretation of complexity in the context of service systems, which highlights the perspective change that occurs when a systems approach is adopted. The offered conceptual perspective is then brought to an operational level, in spite of the complexity of the decisions driving a viable system, by modelling a service system as a network of agents, resources, processes and decisions through the use of fuzzy logic. The paper reviews service management research streams, and takes a deeper look at the concepts of service systems and complex service systems. The paper then proceeds to discuss how systems thinking contributes to service management by proposing a systems interpretation of complexity.

Service management theories and models may be enhanced by integrating prevailing approaches, based on a quantitative and mechanistic view of service systems dynamics, with systems thinking‐based meta‐models that can be used in better understanding service exchanges. The findings of the paper also show how the integration of an engineering approach can be insightful to the understanding of service systems; adopting a Viable Systems Approach (VSA) as a meta‐model can be useful in fully comprehending market behaviour in uncertain conditions.

The originality of this paper lies in exploring the contribution of systems thinking, in particular of the Viable Systems Approach (VSA), to service management and decision making.

The purpose of this paper is to reflect upon strategic marketing in emerging economies (EEs). It tries to answer the research question: what new business models are enabled by the Viable Systems Approach (VSA) and Service-Dominant Logic (SDL) perspectives?

The paper is developed by integrating two well-established perspectives – VSA and SDL – and applying them to inclusive businesses.

The integration of these perspectives allows the authors to recognize a convergence toward business models that seem to be consistent with the principles of inclusive capitalism. The authors claim that by shifting between a reductionist/static and a holistic/dynamic view, these perspectives can be integrated, thus revealing an interesting contribution to the understanding of inclusive business. Specifically, they contribute by highlighting how the economic and social dimensions are intertwined and by highlighting that the management-thinking perspective, which has dominated in recent decades, should shift toward a more inclusive vision.

The paper represents an attempt to address an inclusive capitalism perspective in the context of marketing. Nevertheless, the conceptual reasoning developed in the paper should be further supported by empirical research carried out in the context of EEs.

The paper has relevant managerial implications that suggest a rethinking of the business model to market with EEs.

The paper contributes to the research on inclusive capitalism by linking it to well-grounded conceptual approaches to business that recapture a harmonious relationship between the economy and society.

The purpose of this paper is to create awareness on the need for lifting up the level of analysis in service research by focusing on systems, networks, and ecosystems to contribute to the research expansion of the traditionally narrow view of service.

This conceptual paper is built upon three blocks. First, the viable systems approach is revised to highlight the survival, viability, and complexity of service systems. Second, the dynamics of service networks is discussed using an ecological view of service with a nested, networked configuration. Third, these two previous perspectives are integrated using the fundamentals of ecosystems thinking.

This paper outlines a novel, tri-level approach reorienting and reframing our thinking around systems, networks, and ecosystems. Some research challenges and directions that could expand the body of knowledge in service research are also discussed.

The tri-level approach proposed in this conceptual paper could be enriched with other theoretical perspectives and empirical explorations.

Lifting the level of analysis by focussing on service systems, service networks, and service ecosystems would allow practitioners to expand their business perspective to better face the challenges of complex business settings, enabling them to co-create value for all their stakeholders.

The paper contributes to set the foundation for the next stage of service research by going beyond dyadic interactions to address dynamic systems, networks, and ecosystems across different interaction patterns in complex business configurations.