The role of embeddedness for resource integration: Complementing S-D logic research through a social capital perspective

Marketing research highlights the importance of actors' relationships as mechanisms for integrating resources. With its roots in sociology, the concept of embeddedness has gained prominence in the literature on organizations, providing in-depth insight into how relational structures regulate resource integration processes and outcomes. However, the concept of an actor's embeddedness is rarely discussed in association with service-dominant (S-D) logic. This limits the extant understanding of factors that influence resource exchange and value cocreation among individual actors in service ecosystems. Against this background, this article links S-D logic with social capital theory to establish and conceptualize embeddedness as a key concept. More specifically, this research identifies and delineates structural, relational, and cultural properties of embeddedness and offers a systematic and complementary theoretical understanding to better explain relational constellations based on actors' resource integration potential. In so doing, this research significantly advances marketing science and particularly the S-D logic school of thought by explicitly clarifying the role of embeddedness and its implications for resource integration. A set of research propositions is presented laying the foundation for future research.