Marketing System Quality and Consequences: A Theoretical Extension

Christopher Agyapong Siaw

Marketing System Quality and Consequences: A Theoretical Extension

Christopher Agyapong Siaw

Plymouth Business School

Research output: Contribution to conference › Abstract › peer-review

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Abstract

Summary Statement.
Marketing System Quality Theory (MSQT) extends the evolution of marketing thought by challenging the assumption that marketing systems inherently create positive value. Building on service-dominant logic, MSQT emphasizes the governance role of quality assurance mechanisms in shaping value co-creation across interconnected actors. The theory explains how marketing systems generate value creation, capture, destruction, and unintended consequences, and proposes evaluating marketing performance by net societal contribution.

Original language	English
Publication status	Published - 8 Jul 2026
Event	Academy of Marketing Conference AM2026: Breaking Boundaries – Unlocking Potential - Etihad Stadium, Manchester, United Kingdom Duration: 6 Jul 2026 → 9 Jul 2026

Conference

Conference	Academy of Marketing Conference AM2026
Country/Territory	United Kingdom
City	Manchester
Period	6/07/26 → 9/07/26

Access to Document

Academy of Marketing Conference_ 2026_Marketing System Quality and ConsequencesFinal published version, 215 KB

https://virtual.oxfordabstracts.com/event/76449/submission/295

Cite this

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title = "Marketing System Quality and Consequences: A Theoretical Extension",

abstract = "Summary Statement. Marketing System Quality Theory (MSQT) extends the evolution of marketing thought by challenging the assumption that marketing systems inherently create positive value. Building on service-dominant logic, MSQT emphasizes the governance role of quality assurance mechanisms in shaping value co-creation across interconnected actors. The theory explains how marketing systems generate value creation, capture, destruction, and unintended consequences, and proposes evaluating marketing performance by net societal contribution.",

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year = "2026",

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note = "Academy of Marketing Conference AM2026 : Breaking Boundaries {\textendash} Unlocking Potential ; Conference date: 06-07-2026 Through 09-07-2026",

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T1 - Marketing System Quality and Consequences: A Theoretical Extension

AU - Siaw, Christopher Agyapong

PY - 2026/7/8

Y1 - 2026/7/8

N2 - Summary Statement. Marketing System Quality Theory (MSQT) extends the evolution of marketing thought by challenging the assumption that marketing systems inherently create positive value. Building on service-dominant logic, MSQT emphasizes the governance role of quality assurance mechanisms in shaping value co-creation across interconnected actors. The theory explains how marketing systems generate value creation, capture, destruction, and unintended consequences, and proposes evaluating marketing performance by net societal contribution.

AB - Summary Statement. Marketing System Quality Theory (MSQT) extends the evolution of marketing thought by challenging the assumption that marketing systems inherently create positive value. Building on service-dominant logic, MSQT emphasizes the governance role of quality assurance mechanisms in shaping value co-creation across interconnected actors. The theory explains how marketing systems generate value creation, capture, destruction, and unintended consequences, and proposes evaluating marketing performance by net societal contribution.

UR - https://pearl.plymouth.ac.uk/pbs-research/712/

M3 - Abstract

T2 - Academy of Marketing Conference AM2026

Y2 - 6 July 2026 through 9 July 2026

ER -

Marketing System Quality and Consequences: A Theoretical Extension

Abstract

Conference

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