2022 Volume 1 Issue 2 Pages 236-249
Using the latest marketing perspective, S-D logic, this paper addresses the micro-macro link theme of how collective phenomena emerge from individual actions and how individuals are regulated, which has been an issue in marketing since Alderson (1965). Firstly, the history of the emergence of SES (service ecosystem) is summarized in terms of academic history: SES is a multi-level aggregational structure, and its theoretical development can be viewed as an extension from micro to meso, macro level. Secondly, to elucidate how aggregation levels were linked, this paper proposed a “the emergence process of SES” framework by examining the relationships among three terms: “emergence” and “shared intentionality” in philosophy, and “embeddedness” in economic sociology.
